The dairy industry's newest ads are drawing fire from the Physicians Committee for Responsible Medicine (PCRM), which today plans to file a complaint with the Federal Trade Commission, alleging that
the advertisements include false health claims. One ad features Alfred E. Neuman, the cartoon character from MAD magazine, saying, "Got milk? It's got calcium, which is great for strong bones and
toothy product endorsement smiles." Government guidelines, however, agree that calcium alone does not promote bone health. Advertisements making this health claim must acknowledge the importance of
other bone-building factors, such as exercise and a balanced diet. PCRM President Neal D. Barnard, M.D., said, "It is now clear enough that dairy products do not build strong bones. It is time the
government ordered a stop to advertisements that perpetuate a dangerous myth."
