Be-caped protest group Fathers 4 Justice (F4J) have launched an advertising campaign in the Independent’s iPaper against the parenting forum and biscuit enthusiasts Mumsnet. F4J accuse the website of fostering anti-male sentiment and ‘gender hatred’.

The pressure group are known for their publicity stunts, such as dressing up as superheroes and scaling Buckingham Palace, and commentators have pointed out that this campaign against a hugely successful website, as well as retailer Marks & Spencer, is likely more of the same.

However genuine the campaign itself is, the antipathy towards Mumsnet seems to be real. Numerous blogs and Facebook groups set up by Mens Rights Activists (MRAs) target the site. This type of internet flame war is hardly new, there are numerous sub-communities all over the web who hate each other and devote massive amounts of time to refuting each other’s theories, what’s strange is that this particular flame war is spilling over into the real world.