An online campaign by American farmers has forced Australian wine company Yellow Tail to stop supporting animal welfare groups. The farmers called for a boycott on a Facebook page called Yellow Fail, after the company donated $100,000 to the Humane Society. Yellow Tail has now agreed it will not donate to animal welfare campaigners in the future, after more than 3000 people joined the online site. Cattle rancher and internet campaigner Troy Hadrick says it's the first time farmers have used social media to win an animal welfare debate. "Sometimes there's been questions about is it worth our time to be involved in social media and are we wasting our time?" he says.