Will milk-mustachioed celebrities soon be throwing in the towel? Or, in a bow to public pressure, at least using the towel to wipe the milk mustaches from their famous mugs? Well, in a nation that often sets health policies according to the whim of the highest advertising bidder, it's doubtful. But, we will see some changes in milk advertising claims in the near future.
Dairy industry members have agreed to suspend advertising campaigns claiming milk promotes weight loss. While the industry continues to assert this claim, they have come under increasing pressure due to research that shows no such connection. In fact, independent studies show milk has little impact on weight.
The Physicians Committee for Responsible Medicine pressed the issue. They are an advocacy group that focuses on health, medical and research issues. They initially petitioned the Federal Trade Commission, claiming the milk industry was misleading the public with the weight loss claims.
How will it all play out?
Well, as in most things in America, both sides will issue a series of press releases detailing their victory. They will point to their own research, quote their own scientists and bemoan the failed and flawed methods of their counterparts. Then...
A new wave of television commercials will hit the airwaves. Let's see - can't claim milk helps you lose weight? Hmm - How about, "Wow, you look fabulous! Have you been drinking milk?"
By the way, you look fabulous...