PETA, the animal rights group, have presumably not been getting the media coverage they used to with pictures of non fur wearing women nude, so they have now come up with a loony campaign to rename fish the “kittens of the sea”.

Their theory is that if people come to think of fish as kittens they won't want to eat them and this will mean an end to fishing.

Good news for fish perhaps, but disappointing for the exhibitionist young women who’ve never needed much encouragement to get their gear off for a bit of attention (perhaps to help revive a flagging career) but who looked to PETA to provide them with a morally superior excuse to do so over and above – you’ll pardon the expression – naked ambition.

However, if it works and the general public can be persuaded that fish are indeed “kittens of the sea” - lovable instead of edible - perhaps PETA can turn their PR skills to making us think differently about other animals which are usually not regarded as cuddly wuddly.

Brown snakes, for example, have never enjoyed a favorable press but maybe this would change if we renamed them “puppies of the forest”.

I have a feeling this could be just the beginning…