THE BIG DEBATE: With a growing number of fast-food chains adding vegan options to their menus, we look at both sides of the debate about the ethics of eating at them.

What makes a person get up before dawn, travel to an unremarkable factory outside Scunthorpe in the north of England with other activists and storm a rooftop, ‘lock on’ outside the gates or affix oneself to the top of a bamboo tower or van as part of a three-day blockade? We spoke to three activists to find out.

Animal and environmental justice group Animal Rebellion has targeted McDonald’s once again to demand it commit to transitioning to a plant-based menu by 2025. Activists have blockaded the fast-food giant’s only burger factory in the UK, disrupting the supply of three million cow patties per day to its UK franchises.

BREAKING NEWS: Activists from Animal Rebellion have this morning blockaded four distribution centres supplying what they say is around 1,300 McDonalds restaurants across the UK.

In our video This is how the dairy industry lied to the world, we revealed the many ways in which just one of the many faces of animal agriculture has been colluding with governments to mislead the world for over a century. Manipulative messaging has been a huge part of that lie, so let’s look at some “iconic” advertising that demonstrates the psychological tricks being used to fool people into consuming more animals.