Pro-veganism adverts have appeared on the side of buses to encourage people in Jersey to give up dairy products.
The adverts, reading 'Dairy takes babies from their mothers', have been funded by the international campaign group Go Vegan World who bought advertising space with LibertyBus.
The group says milk production is bad for the environment and cruel to the animals themselves.
The group has also called for Jersey's government to scrap subsidies for the dairy farming sector.
However, farmers have told ITV News that they uphold the highest welfare standards for their animals - and that the advertising campaign is a 'misrepresentation' of the industry on the island.
LibertyBus director Kevin Hart says the campaign does not break any of the company's policies and expressed its support for the industry.