The National Fluid Milk Processors Education Program defended its "milk mustache'' campaign July 26 against an attack by the Physicians Committee for Responsible Medicine. "With this latest antic, PCRM reveals itself once again to be the cousin of PETA,'' said MilkPEP CEO Kurt Graetzer, who called the committee an anti-dairy, anti-meat, animal rights group whose views have been denounced by the American Medical Association. PCRM said yesterday it would file a petition with the Federal Trade Commission charging that the "milk mustache'' campaign constitutes "scientifically unsubstantiated, purposely deceptive and harmful advertising.'' The petition will target the National Fluid Milk Processor Promotion Board, Milk Industry Foundation and International Dairy Foods Association, in addition to New York agency Bozell, and will ask for an investigation into the health claims made by the most recent "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.
Copyright July 2000, Crain Communications Inc.