Now, the group has pulled out all the stops by launching PETA.xxx, a site featuring adult content and animal rights messages, all in one place.
"[T]his is the perfect example of sex just being used to draw interest, and then once you're there on the site, we're going to hit you with facts that you need to know about the world of animals," adult-film legend Ron Jeremy said in a Q&A video.
The site has enough adult content to qualify for the .xxx domain, but also some other graphic images of animals that viewers may not expect to see, according to a HuffPost interview with PETA's Lindsay Rajt.
PETA's .xxx site isn't reserved for just celebrities and adult entertainment stars. Instead, the organization also welcomes regular Joes and Janes to visit the new site and volunteer to go naked at local animal rights demonstrations.
PETA has also launched other shocking campaigns in recent months. One ad spot compared human abuse to the silent suffering of fish, explaining, "Fish feel pain and fear, and they suffer enormously when they are impaled, crushed, suffocated, or cut open and gutted, all while they're fully conscious."
The organization also recently sued SeaWorld in an attempt to free the animals "from enslavement for human amusement." The case was dismissed by a judge.