PETA’s pro-fish TV ad—narrated by the late Linda McCartney—is hitting the airwaves. In the ad, McCartney points out that it’s obvious that fish feel pain: “Have you ever seen a fish gasping for breath when you take it out of the water? They’re saying, ‘Thanks a lot for killing me. It feels great, you know.’ No! It hurts!”

Several recent studies confirm that fish are intelligent individuals who lead complex lives. An issue of Fish and Fisheries cited more than 500 research papers proving that fish are intelligent animals with long-term memories who can use tools and even build structures. University of Edinburgh biologist Culum Brown says, “Fish are more intelligent than they appear. In many areas, such as memory, their cognitive powers match or exceed those of ‘higher’ vertebrates, including nonhuman primates.”

University of Edinburgh biologist Culum Brown says, “Fish are more intelligent than they appear. In many areas, such as memory, their cognitive powers match or exceed those of ‘higher’ vertebrates, including nonhuman primates.”

This year, New Scientist reported, “The structure of the fish brain is varied and rather different from ours, yet it functions in a very similar way.” And Dr. Sylvia Earle, perhaps the foremost marine biologist in the world, explained, “I wouldn’t deliberately eat a grouper any more than I’d eat a cocker spaniel. They’re so good-natured, so curious. You know, fish are sensitive, they have personalities, they hurt when they’re wounded.”

So-called “catch and release” fishing is cruel, too—and it’s also deadly to many fish. Wounds from hooks can make it difficult or impossible for fish to eat and can lead to deadly infections. Just handling or netting fish can damage their protective coating and lead to death. And discarded fishing tackle, such as hooks, monofilament line, and netting injures and kills countless birds and other aquatic animals.

Get hooked on compassion today. Click here for great fish-free recipes.