Earlier this month an Argentina court ruled that two goldfish kept in a restaurant tank are sentient beings with rights. In its decision the court ordered the fish removed from a small display at a Buenos Aires sushi restaurant and relocated to a large 660-gallon aquarium. 

Now PETA is using that ruling in ads to push its agenda for a vegan diet. The group placed a giant ad in Times Square NYC that reads, "Argentina Court Rules Fish Have Rights. Don't Eat 'Em." 

“Fish are thinking, feeling beings who show affection, are resourceful, and have unique personalities—and the Argentina court’s ruling should inspire everyone to see fish for who they really are,” says PETA President Tracy Reiman. 

And they feel pain. Think of all those live lobsters that get thrown in pots of boiling water. That hurts. A lot and for up to three minutes, scientists suggest. They don't die an instantaneous pain free death as your parents might have told you when you were a kid. 

Peta has tried to get the practice banned but without success so far. The group sued the Maine Lobster Festival last year, but the court dismissed the case on procedural grounds.  Some countries have banned the practice, including Norway and the UK.