The Physicians Committee for Responsible Medicine will file a petition with the Federal Trade Commission July 26 charging that Bozell's "milk mustache'' campaign for the dairy industry constitutes "scientifically unsubstantiated, purposely deceptive and harmful advertising,'' the doctors group said July 25. The petition, which targets the National Fluid Milk Processor Promotion Board, Milk Industry Foundation and International Dairy Foods Association, in addition to New York agency Bozell, asks for an immediate investigation into the health claims made by the most recent batch of "mustache'' ads, which feature Marc Anthony, Britney Spears, Tyra Banks, Larry King, the Dixie Chicks, and other celebrities, and imply that milk can help prevent osteoporosis, lower blood pressure and promote overall health. The physicians committee contends that such claims are misleading. "The dairy industry continues to whitewash the dangers of cow's milk," President Neal D. Barnard, M.D., said in a release. "The 'mustache' ads don't reveal the many unwanted 'side effects' of milk, among them increased risk of prostate and ovarian cancer, diabetes, obesity, and heart disease.''
Copyright July 2000, Crain Communications Inc.