It’s not like People for the Ethical Treatment of Animals (PETA) only recently went off the deep end: they’ve been redefining society’s lunatic fringe for many years. But the radical animal rights group’s latest offering in Great Britain has even the media crying foul.

PETA has launched a national billboard campaign in the UK, accusing parents who feed their kids meat, eggs, and dairy of abusing their children. The campaign has kicked off in Glasgow, Scotland, where a billboard screams: “Feeding kids meat is child abuse.”

The Herald quoted two nutrition experts from Glasgow and Aberdeen Universities. One characterized PETA’s latest scare campaign as “malicious,” while the other noted that it “might frighten people into taking extreme measures which are simply not justified. A vegan diet is not natural.”