Piers Morgan was called a pig on Good Morning Britain by a top PETA official as they debated animal insults.
But she said it's not a put down – and thinks we should flip the word and use it more positively.
In a discussion about if using animals in a disparaging way should be banned, PETA's Senior Officer Jennifer White put forward her views.
She said: "Pigs are hyper intelligent animals so if I am coming on air and called Piers a pig, you would think I am saying he is repulsive or disgusting
"If we flipped it on its head and started saying that someone with a high IQ was as smart as a pig, that would completely change the perception."
Piers then said that the last time she came on she objected to the use of the world "pet".
He said he was "offended" that the company still refer to themselves as PETA, as it included the word "pet".
She bit back: "We aren't talking about offence, we are talking about ways we can treat animals better."
The organisation say "words can create a more inclusive world, or perpetuate oppression".
PETA add: "Calling someone an animal as an insult reinforces the myth that humans are superior to other animals and justified in violating them."
Viewers were quick to offer their take on the debate.
On Twitter, some sided with the PETA official.
One wrote: "I absolutely agree. Words do affect our treatment of animals. Winds me when people refer to people they perceive to be bad as ‘animals’ it’s common and it isn’t right.
"Words matter… as we have seen with this government and this pandemic."
But others weren't as convinced by the campaign.
One posted: "Honestly, PETA how much are you spending on a campaign against animal insults being banned when I'm sure there are better causes for money?"
Another said: "PETA wanting us to ban animal insults? As if chickens or rats are offended by our use of the word in a derogatory way. Ridiculous."
The animal rights organisation is wanting to encourage people to use other words instead of animals.
They suggest using "coward" instead of "chicken", "snitch" instead of "rat", "jerk" instead of "snake", "repulsive" instead of "pig" and "lazy" instead of "sloth".
People responded to the tweet mocking it, with one writing: "Come back to me about being less superior than animals when an anteater builds a house."
Good Morning Britain airs weekdays at 6am on ITV
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