June 8, 1999

The Physicians Committee for Responsible Medicine has filed a complaint with the Federal Trade Commission challenging health claims in the milk industry's "milk mustache" advertising campaign. The ads incorrectly claim that drinking milk can lower the risk of osteoporosis, prevent high blood pressure and improve sports performance, says the PCRM. Milk industry officials call the allegations "ridiculous and irresponsible."

Health claims are permitted about calcium-rich foods, says the PCRM, but only for certain population groups. Scientific studies provide "no evidence of benefit from increased calcium intake for African Americans, males or older women.

However, the claim adds, an ad featuring African American model Tyra Banks suggests that drinking milk can help prevent osteoporosis in males and, by implication, African Americans. The PCRM also says ads featuring Conan O'Brien, Spike Lee and Whoopi Goldberg appear to go beyond permitted health claims.

"The public has no idea that African Americans have been excluded from nearly every research study because of better bone density," said PCRM President Neal D. Barnard. "It is scientifically indefensible for milk ads to then suggest that African Americans can benefit from drinking milk. The same is true for males as a group and for older women."

Patricia Bertron, director of nutrition for the physicians' group, said, "For those who are at risk for osteoporosis, it is important to recognize that bone loss cannot be prevented or cured by simply drinking a glass of milk. I believe the ads grossly oversimplify the disease."

The "milk mustache" campaign is sponsored by the National Fluid Milk Processor Promotion Board. The National Dairy Council and International Dairy Foods Association said the PCRM is "a fringe anti-meat, anti-dairy, animal rights group" that often has claimed milk is not a good source of calcium "despite the consensus of the mainstream medical and nutrition communities to the contrary."

Virtually every leading medical and nutrition organization in the country supports the milk mustache ads, the groups said. Each ad is reviewed by USDA medical advisors and legal experts on FTC requirements. "PCRM's claims are clearly a publicity stunt to forward its own activist agenda."

"Extensive scientific data" show that calcium is "an important nutrient" for African Americans, males and older women, the statement continued. One in five men suffers from osteoporosis, and studies indicate that African American women consume only about half the calcium needed and about one-third have low bone mass that can lead to osteoporosis.