Union takes anti-milk group to ASA
29 May 2001
Union takes anti-milk group to ASA
By FWi staff
FARMERS representatives have lodged a complaint with advertising watchdogs over a campaign to discourage children from drinking milk.
The National Farmers Union claims animal rights activists People for the Ethical Treatment of Animals are out to destroy the UK dairy industry.
PETA claims milk causes spots, wind and weight gain, excess phlegm and other physical, and far from strengthening bones, encourages osteoporosis.
To illustrate this, PETA is distributing trading cards at school gates featuring characters such as “Chubby Charlie”, “Spotty Sue and “Windy Wendy”.
But now the NFU has written to the Advertising Standards Authority to about PETAs claims, and says it is wrong to target youngsters.
NFU deputy president Tim Bennett said the campaign was “based on lies”, and that milk was essential for healthy bones, teeth and skin, and as a calcium source.
“PETA demonstrate through this campaign that they have no knowledge of the benefits of milk, especially when they dispute its scientifically-proven role in preventing osteoporosis.
“The main motive for their campaign is to undermine the British dairy industry. Yet we operate to some of the highest animal welfare standards in the world.
“It is wrong of them to target youngsters with misinformation when they are at an age most susceptible to believing health scares.
The NFU deputy president warned this could undo years of work by health workers who have striven to promote the nutritional qualities of milk.
Mr Bennett added: “So we hope the ASA will act quickly and uphold our complaints in full against PETA in order to dispel such nonsense.”
A complaint is also being lodged by the National Dairy Council.
PETA says its tactics are legitimate as it is trying to counter pro-milk marketing children are exposed to.
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