Animal rights organisation PETA has been slammed for calling out meat-eaters, saying they should "stop crying" over the Amazon rainforest fires.
A record number of blazes are ravaging the rainforest and many of the fires are thought to have been deliberately started. The destruction of the rainforest has reignited concern over the Amazon's importance to the environment.
A statement from PETA calls out meat-eaters and producers in relation to the fires, saying they were caused by animal agriculture.
"SO STOP CRYING OVER RAINFOREST DESTRUCTION IF YOUR MOUTH IS FULL OF MEAT," PETA says.
"If you eat meat, this devastation is partly happening because of you.
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"And now we're urging you: Help save the world's rainforest by going vegan - before it's too late."
PETA's statement has not been well received online, and they've been blasted by Twitter users.
"Thanks PETA for reminding me why I hate you so much," one user said.
"Absolute joke of an organisation," another wrote. "Literally everything you say goes over people's heads because of the way that you approach things."
Environmentalists claim most of the fires were illegally started by land speculators and ranchers seeking to expand pastures in the Amazon. Brazil President Jair Bolsonaro has criticised excessive environmental protections in the area.
The president has denied the fires were deliberate and repeatedly told European countries in particular not to interfere. He has threatened to turn down international aid, although Brazil needs the funds and equipment to fight the fires, and feuded with French President Emmanuel Macron.