(Associated Press) Sasha Boojor squirmed and struggled as black-clad masked men yanked him out of a cage and branded him with a hot iron. While the smell of seared flesh was disturbing, he said, this shocking and painful act was worth it: He was showing solidarity with animals that suffer branding on farms around the world.

Boojor claims 30 people have brand themselves worldwide, and thousands more support their effort to make the case for animal rights. The group, like other animal liberation movements, opposes the use of animals for human consumption, research or entertainment, going far beyond demands by more moderate groups for humane treatment and painless slaughtering.

Critics, including some animal rights sympathizers, believe this movement is going too far.

Note: Read our discussion guidelines before commenting.