Despite PETA’s efforts, Americans consume more meat than in previous decades.

People for the Ethical Treatment of Animals (PETA) launched a campaign urging people to stop having sex with meat-eating men following a study showing a significant gender gap in vegan diets. PETA’s statement asked lovers to “ditch deadly meat” and withhold sex from their meat-eating partners until they adopt vegan diets.

The new study found that men are more likely to choose meat-based diets than women, who are more open to veganism. PETA aims to use this campaign to promote veganism and reduce meat consumption, highlighting the environmental and health impacts of animal agriculture.

Ingrid Newkirk, PETA’s president, emphasized the harmful effects of animal agriculture, including methane emissions and cholesterol-related health issues. She urged people to replace meat with vegan foods.

PETA has a history of bold campaigns to discourage meat consumption. In 2023, the organization praised “Guardians of the Galaxy Vol. 3” for its portrayal of animal experimentation and criticized comedian Pete Davidson, leading to an expletive-filled voicemail from him. Despite these efforts, meat consumption in the U.S. has increased, with Americans eating 227 pounds of meat annually in 2022, up from 167.2 pounds in 1962.

The study cited by PETA found exceptions in China, India, and Indonesia, where dietary choices did not follow the same gender patterns.