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An animal rights group has replaced all the adverts in a London Tube station with posters encouraging people to go vegan.

Clapham Common station has been plastered with Peta messages on every billboard, door and turnstile, leaving commuters divided on whether it is inspiring or “vegan propaganda”.

The 60 adverts show pigs, cows and chickens with the slogan: "I'm ME, Not MEAT.

“See the Individual – Go Vegan.”

Launching the campaign on New Year’s Day, the group described their action as the “UK's first vegan Tube station takeover”.

"Cows, chickens, and pigs are no different from human beings when it comes to feeling pain and fear and valuing their lives,” said Peta Director Elisa Allen.

"Peta is encouraging people everywhere to show compassion to animals by skipping meat-based meals and choosing humane and healthy vegan fare instead."

Twitter user WisdomPepper wrote: “At Clapham Common Tube station (UK) .... hope for the year ahead.”

Joe Foster shared a video of the long line of vegan posters as he travelled up an escalator, writing: "What is Clapham Common tube trying to tell me??

But another traveller said: “It’s ridiculously in your face. What I would call vegan propaganda.”

The campaign comes as hundreds of Londoners prepare to take part in “Veganuary”, a campaign to get people to try cutting out dairy and meat products from their diets in the first month of 2017.

It is not the first ad takeover to hit Clapham Common Tube.

Last September, every advert at the Northern line stop was replaced with cat pictures.