As the number of civilian casualties in Iraq continues to rise, the al-Qaida offshoot in the country is coming under fire from an unlikely corner - other Sunni militant groups.

The Islamic Army in Iraq - an umbrella organisation of Sunni Insurgent groups - and arguably the most influential of the militant groupings released a video titled "Why do we wage jihad?"

The message began with a verse from the Quran exhorting believers to "fight in Allah's name. Do not expend other than yourself." Which is a verse - often taken as a Quranic instruction to not spill the blood of civilians during jihad

In the video a man with a covered face is identified as the islamic law magistrate for the organisation. He warns other insurgent groups that "Those who claim they fight in Allah's name when their intent is malicious - beware the wrath of Allah! And then to beware the wrath of those who hope to be his instruments on earth."

The group followed the video by posting on Islamic forums an open letter urging Osama bin Laden to stop those killing in his name. "He should rise up for his faith and assume religious and organizational responsibility for al-Qaida and search for the truth," the letter said. "It is not enough to disown those actions, but it is imperative to correct the path."

But it's not only in Iraq that home-grown insurgents are turning on al-Qaida, fearing that foreign fighters are losing them the hearts and minds of their own people

The recent bombings in Morocco and Algeria were meant to launch al-Qaida in North Africa with a splash.

Instead pro-jihad forums have been the site of squabbles between those who believe the acts - and the accompanying civilian death toll - were unIslamic and those who saw them as necessary.

Interestingly the posters who thought they were necessary were predominantly not from the region itself.

But what will it mean for Islamic Militancy as a phenomenon?

Surprisingly in Iraq they've started filming themselves NOT killing people.

The Islamic army in Iraq recently posted footage of what they tagged as "Aborted Martyrdom Operation" .

A circle is shown highlighting what the insurgents say was a civilian vehicle stuck behind a US military convoy - causing them to cancel their ambush.

For now - at least - it seems the PR cost of dead civilians is beginning to outweigh the gain of dead American soldiers.