Misleading milk ads come to a halt

June 6, 2007 in Nutrition Topics in the News

Misleading milk ads come to a halt

The popular milk ads that ask the infamous question "Got Milk?" and promote weight loss are being pulled amid accusations of being misleading.

The ads that promote three servings of dairy a day for weight loss will no longer be used in response to a petition filed by the Physicians Committee for Responsible Medicine and the Federal Trade Commission.

With campaign slogans that include "Milk your diet, Lose weight!" and "3-a-Day. Burn More Fat, Lose Weight", there is actually very little research to back the claims. The petition accuses the advertising campaigns as misleading, since the research backing the claims come from small, inconsistent and poorly controlled studies.

In fact, a review of 27 randomized studies published in the journal Obesity Research in 2005 found that only three studies link dairy consumption to weight loss.  However, none of these studies address the extent of calorie restriction - the most likely cause of the weight loss.

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