Why are the WWF funding an anti-advertising lobby?

I won't be donating to WWF any more. I thought they were a conservation body, with animal welfare at their heart.

But now I see they are funding think tanks like PIRC to attack the advertising sector, with a new report entitled

"Think of me as evil? Opening the ethical debates in advertising".

Why?

As many leading charities will testify, the public awareness and emotional appeal of advertising and marketing communications are essential to their fundraising activities and yield fantastic results.

Why bite the hand that feeds you?