Activists have used a billboard to urge a town to ditch dairy after a commuter was told he could not have oat milk - as they "don't do that sort of thing here".
PETA said it had paid for the electronic signage telling locals to "go vegan" following the incident at Bolton train station.
Paul Whitley, 39, said he had hoped to get some oat milk in his coffee when ordering the drink at a WHSmith store on the platform on April 25 this year.
But he was stunned when staff told him the now ubiquitous dairy-free alternative was not available on their menu.
Now PETA said it hoped to inform passengers and staff with the billboard - which will be up for two weeks - that "calves die" due to the traditional milking industry.
The charity's vice president of programmes Elisa Allen said: "Each time we grab a cup of coffee, we can choose to spare loving mother cows and their babies suffering and an agonising death by simply ditching dairy.
"Bolton station can help commuters make compassionate choices by adding delicious and humane vegan milk to all cafe menus."
Paul, who has been married to his husband, Steve, for 13 years, said staff at the store had offered him 'semi-skimmed' dairy milk said following the bizarre rejection.
She said: "The staff member was nice. I'd hate to get her in trouble.
"She did offer skimmed as an alternative. I noticed they had about six different flavours of syrup."
After Paul shared his experiences on X, it went viral and racked up more than three million views.
It also sparked a debate on Jeremy Vine's Radio 2 phone-in show, with punters ringing in from around the country to share their points of view.
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'Go vegan' billboard put up in town after commuter was told oat milk 'off the menu' - Express
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