There has always been some PETA in WoW:
D.E.H.T.A (Druids for the Ethical and Humane Treatment of Animals) is an organization created in direct opposition to master hunter Hemet Nesingwary (just for the record, yes there is yet another Hemet Nesingwary.. in STV, Nagrand and now in Northrend, soon we won't have any more animals in Azeroth but well well). They are opposed to what is essentially the decimation of the wildlife caused by Nesingwary and his hunters, and they also give players the chance to battle Hemet's hunters.
They give ironic quests to collect hunter ears. They ask you to play tricks on hunters, springing baby elephants from traps, and feeding four-legged friends. Their quest line ends in a mounted chase: with you riding down a boss character atop a woolly mammoth, complete with charge, and elephantine roar abilities.