High-profile supporters are backing away from an animal rights website amid concerns about extreme content and calls for vigilante justice.
Paw Justice is New Zealand's fourth-largest Facebook group, with more than 56,000 fans. It was set up to "help deal with the problems of animal abuse and neglect".
TV advertisements that promote the group, featuring Shortland Street and Outrageous Fortune actors, direct audiences to the Paw Justice website, which has a link to the Facebook group.
The Outrageous Fortune actors include Siobhan Marshall (Pascalle), Antonia Prebble (Loretta) and Grant Bowler (Wolf).
Comments found on the page include calls to shoot, castrate and rape animal abusers and feed them to the animals.