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The Truth behind the Got Milk PMS commercials
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by: RussellEaton
Total views: 56
Word Count: 448
"Got Milk" is the name of an advertising campaign referred to as a 'milk consumption campaign'. It is sponsored by the milk industry. Got Milk came out of the Californian Milk Process Board in 1993. It was created to increase milk consumption in the region and has now grown into an international programme.
The Got Milk campaign was launched in the United Kingdom in March 2004. In both the UK and the USA tough competition from the soda drinks industry has reduced milk sales. The move into the UK and other countries is an attempt by the Got Milk campaign to reverse the process.
The 'got milk' ads usually show celebrities with a "milk moustache" and exhort you to drink plenty of milk for the sake of your health. The ads typically give promises of lower blood pressure, stronger bones, and better sports performance, and you see these milk moustache ads everywhere. They are so pervasive that they have become a primary source of nutrition information.
But rather than helping, these ads are miss-educating and causing confusion among consumers according to the PCRM (U.S. Physicians Committee for Responsible Medicine).
Some Got Milk ads make reference to PMS (Pre-Menstrual Symptoms) in women, implying that the consumption of dairy milk is somehow helpful in alleviating PMS. Of course, this is completely incorrect. If anything, dairy milk makes you feel bloated, more likely to get a headache, and less healthy and can therefore make the symptoms of PMS worse.
The Got Milk PMS commercials were prompted by a study carried out by Dr. Elizabeth Bertone-Johnson of the University of Massachusetts and published in the Archives of Internal Medicine. This study showed a "significantly lower risk of developing PMS in women with intakes of vitamin D and calcium from food sources."
But it does not follow that dairy milk is a good source of vitamin D and calcium. On the contrary, milk is a bad source of these nutrients, and there is no research showing that milk alleviates PMS.
According to a PCRM petition filed with the Federal Trade Commission (FTC) in July 2000, many of the milk moustache ads that make health claims are false and misleading, and in violation of federal advertising guidelines.
In its petition, PCRM requested an investigation of the Got Milk advertisements, claiming them to be scientifically unsubstantiated, purposefully deceptive, and harmful advertising. PCRM's petition has been referred by the Federal Trade Commission for investigation because it is actually the USDA that is promulgating these ads (with tax payer's money) on behalf of the private dairy industry.
About the Author
Find out why milk is bad for PMS; please go to Got Milk PMS Commercials. See also www.about-milk.info for other fascinating information about milk.
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