PETA has installed a billboard at 1530 Broadway in New York’s Times Square drawing on a Buenos Aires court decision that recognized two goldfish as sentient beings with legal rights. PETA encourages everyone to recognize that fish are just like us in important ways, keep them off our plates, and choose delicious vegan seafood instead.” The Times Square placement follows a pattern of PETA using high-traffic advertising to attach single news events to dietary messaging. The organization has directed people interested in switching to its vegan seafood guide and starter materials. “PETA encourages everyone to recognize that fish are just like us in important ways, keep them off our plates, and choose delicious vegan seafood instead,” Reiman said.