Utterly false, Joyce says of shearing ad

Federal Agriculture Minister Barnaby Joyce has hit back at animal welfare group PETA over a new video attacking the wool industry.

The video features bearded rock guitarist Jona Weinhofen holding an apparently bloodied lamb while he describes the wool industry as "very cruel".

Weinhofen, guitarist with the band I Killed the Prom Queen, is a vegan campaigner.

"People shouldn't lie and make allegations that are utterly false," Mr Joyce told reporters in Canberra on Monday.