Hollywood actor Alec Baldwin has been chosen to receive a special honour from the People For The Ethical Treatment Of Animals (PETA), for his animal rights efforts.

Two years ago (03), Baldwin narrated a short documentary, MEET YOUR MEAT, for PETA.

The animal rights group claims the video helped persuade Burger King to sever its ties to slaughterhouses that fail unannounced audits and to lend support to the Humane Slaughter Act.

PETA are now delighted the two companies are working together to promote its veggie burgers across America.

For his efforts, Baldwin will receive the Linda Mccartney Memorial Award at PETA's 25th anniversary gala in Hollywood on 10 September (05).

Pamela Anderson and Chrissie Hynde are previous recipients of the award. LINDA McCARTNEY, a dedicated vegetarian, died of breast cancer in 1998.