PETA, the radical animal rights group notorious for picking fights with media content over animal welfare concerns, has fired off an official statement to Nintendo.

On the 14th, PETA issued a formal demand requesting the removal of the nose ring from a cow character in 'Mario Kart World'. This statement was addressed directly to Nintendo President Shuntaro Furukawa.

Mario Kart World is a first-party racing game for the Nintendo Switch 2, released by Nintendo back in June. It features characters from the Super Mario series tearing through various tracks. Among the obstacles, you will find a character referred to as a 'cow', which is the target of PETA’s current campaign.

According to PETA, the nose ring is a symbol of exploitation and control in the meat and dairy industries, claiming that such devices inflict pain and discomfort. They argue that since Mario Kart World is merely a game, there is no place for these rings, suggesting that the digital inclusion of such tools only serves to romanticise the cruel practices of industrial farming.

Joel Bartlett, Senior Vice President of Marketing at PETA, stated, "A nose ring involves piercing one of the most sensitive parts of a cow's body." Bartlett added, "The brass ring on the cow's nose glorifies real-world violence. Let these cows race freely without reminding players of an industry that treats animals like mere machinery."

This is hardly PETA’s first rodeo; the organisation has previously taken issue with titles like Animal Crossing, Pokémon, Hunting Simulator, and Far Cry 6. They have also released their own parody games that re-interpret Nintendo titles, such as Pokémon or Super Mario, to fit their own agenda. Back in 2013, they launched a campaign titled 'Oppose the Indiscriminate Slaughter of Zerglings' among other publicity stunts.