Outrage is being voiced by women's groups and Christians over what they are labeling an extremely offensive ad from PETA that was released on Valentine's Day.
Opponents of the ad are suggesting that PETA is now making light of the seriousness of domestic violence towards women while also pandering to morally absent individuals.
The ad opens as a young woman is walking, carrying a bag of vegetables and wearing a neck brace.
The narrator describes the situation as WVAKTBOOM, which stands for, "Boyfriend Went Vegan and Knocked the Bottom Out of Me... a painful condition that occurs when boyfriends go Vegan and can suddenly bring it like a tantric porn star."
Critics appalled by the poor taste of the commercial have accused the controversial animal organization of making a joke out of an extremely serious issue in domestic violence.
There have been several comments on the PETA website. One of those comments was from Mum LaCroix, who wrote: "Cannot find the humor in this at all! I worked with Domestic Violence for 4 years...this ad is not amusing."
While another viewer, James Jewell, wrote: "I think it's sad that you equate good sex with painful, violent sex, I guess you're trying to be sarcastic?"
But the offensive ad only highlights the societal disconnect that is present when considering violence towards women among other morally objectionable activities.
The ad also follows reports of pro-domestic violence tweets posted during Chris Brown's Grammy performance last Sunday. During the Grammys dozens of users tweeted some very disturbing tweets about the domestic disturbance incident involving Chris Brown and Rihanna. Some of the comments included remarks such as: "Chris Brown can punch my face as long as he kisses it better."
Another post read: "I don't know why Rihanna complained. Chris Brown can beat me anytime he wants to."
With this apparent emotional detachment critics are saying it is deplorable that PETA would further this trend and cast women in what they believe is a distasteful manner.
However, PETA remains unrepentant insisting it was all in good fun.
"The piece is tongue-in-cheek. People who watch the ad all the way through see the woman has a mischievous smile. She's happy to go back with him. It's playful," a spokesman from PETA told Yahoo News.