Peta has taken advantage of the change in copyright law which has now come into effect to create a parody version of Fortnum & Mason: ‘Force-Fed & Murdered’.
As the law change, which came into effect as of midnight on 30 September, now allows for fair-dealing basis for the purposes of parody, caricature and pastiche, Peta is now allowed to create the same type of websites it has already made in the US, including KentuckyFriedCruelty.com and BloodyBurberry.com.
The ‘Force-Fed & Murdered’ site points out the cruelty of foie gras – a food product stocked by Fortnum & Mason that is made by force feeding geese and ducks grain and fat until their livers are distended.
"Fortnum & Mason's image has already been tarnished by its sale of unethical foie gras, which is so cruel that its production is banned in Britain, and now we are bringing further attention to this by using another British value: ridicule", says Peta director Mimi Bekhechi.
"It's a scandal that Fortnum & Mason, a store that trades on its British heritage, continues to sell foie gras, when the majority of Brits support a ban on the sale of this vile victual."
Peta had announced its intentions to set up the website last year, when the change in law was planned.