People for the Ethical Treatment of Animals (PETA) recently announced a $1 million prize to the “first person to come up with a method to produce commercially viable quantities of in vitro meat at competitive prices by 2012.” However, the prize has come under fire from some for being a publicity stunt and only loosely based on science.

PETA plans to give away $1 million to the “first person to come up with a method to produce commercially viable quantities of in vitro meat at competitive prices by 2012,” with the goal of advancing in vitro meat technology. However, the concept of eating even fake animal tissue is reportedly still controversial within the organization itself.