Saturday, November 17th, 2018

Got Ethics? Check This Sexist Campaign

Published on September 29, 2011 by   ·   6 Comments Pin It

A provocative new anti-milk ad has being rolled out in response to controversial PMS-themed ads by the milk industry, which were yanked after drawing criticism from people nationwide. In a bid to set the record straight about the milk industry’s true relationship with the female reproductive system, the national animal protection group Mercy For Animals has created an edgy parody of the highly maligned and recently scrapped dairy industry PMS ad campaign. The clever ad exposes the dark side of milk production: egregious animal abuse.

Mimicking the style of the milk industry campaign, the anti-milk ad features an angry woman holding blood- splattered milk cartons, exclaiming, “PMS? No, I’m livid with the milk industry for abusing and killing cows. Most Cows in Dairy Production Are Painfully Mutilated, Intensively Confined, and Mercilessly Killed” and directing consumers to the newly launched website,

The full-page ad is set to run in an upcoming issue of Ms. Magazine, the popular feminist journal that helped lead the charge to retire the misleading and offensive dairy industry ads (below;)

The offensive ad; Photo: California Milk Processor Board via

Cows produce milk for the same reason humans do, to nourish their young. In the dairy industry, cows are forcibly impregnated in what the industry refers to as a “rape rack” and then kept in a constant cycle of pregnancy and lactation. So that all of their milk can be sold for profit, baby calves are ripped from their mothers’ sides when they are only a few days old. “Surplus” calves, including almost all of the males, are shipped to slaughter or sold for veal production. Calves raised for veal are usually fed an artificial, iron-deficient milk replacement formula designed to induce borderline anemia and pale-colored flesh. Many calves are also chained by the necks in narrow wooden crates, unable to turn around or lie down comfortably for the duration of their short, miserable lives.

The constant cycle of pregnancy, birth and often artificially elevated milk production takes a huge toll on the cows’ bodies and most are considered  “spent” at six years of age, when they are shipped to slaughter for low-grade hamburger meat. Cows would normally live 20-25 years. Worn out by the cruelties endured in milk production, many cows, called “downers,” are too sick or injured to walk to the kill floor. Workers often use forklifts and chains to push or drag these helpless animals to their deaths, tearing ligaments and breaking bones along the way.

“The extreme violence and abuse cows and calves face at the hands of the milk industry is truly unconscionable,” says Mercy For Animals’ Executive Director Nathan Runkle. “Conscientious consumers can get more than enough calcium and other nutrients from healthy, vegetarian foods without all of the saturated fat, animal cruelty and dishonest marketing from the dairy industry.”

For more information, visit

Tags: , , , , , , , , , , , , , ,

Pin It

Readers Comments (6)

  1. Kent Åsberg says:


    I guess true vegans don´t accept this, they usually want you to make the transfer into a vegan life an immediate action.

    Considering myself as approximately 90-95% vegetarian since a couple of years back, I’ll admit I’m still using dairy products and an occasional egg, even a fish dish will occur on rare occasions. My aim is to become as close to a vegan life as possible and there are 3 issues on my mind:

    1) Replacing the dairy products
    2) Replacing the eggs
    3) Replacing the omega3 fat with vegetarian dito that is truly contained in some vegetable and not a commercially produced product to add to your food.

    Thanks for an informative article!

    Kent Åsberg – Vellinge Sweden

  2. Debbie says:

    In response to Kent (above)

    Yes, most vegans want you to make the switch, but hopefully most also understand that it is a process. It took me several years as a vegetarian before I finally took the next step. It is still a process…I changed my diet, stopped wearing animal skins, but the other lifestyle changes,shifting to cruelty free personal care and cleaning products, etc. is still ongoing.

    As to your issues:
    1) There are many milk substitutes, including almond, soy, rice and others, that taste delicious. Don’t buy into the dairy industry’s hype that you need it for calcium, there is plenty available in a well thought out vegan diet.

    2) I’m not sure whether you’re talking about the taste of eggs or their other uses (as in baked goods). Either way, they are not necessary. There are many great recipes that are both dairy and egg free.

    3) Here is an informative article on Omega 3: Again, a well thought out diet is adequate.

    One thing you didn’t mention, but is important, is a vitamin B12 supplement. On that same website, you can find articles about B12.

    Good luck. Continue to educate yourself as you move toward veganism.

  3. Annie says:

    Can you point me in the direction of some resources for how to give toddlers enough calcium without milk or some good substitutes for milk? I, myself, don’t drink milk but I haven’t learned how to feed my child a milk-free diet. Any recommendations appreciated. Thanks!

  4. Kent Åsberg says:

    Thanks a lot Debbie for Your informative post – seems I’ve got som interesting testing ahead of me.

    Eggs: Frying vegetables in different mixes has become a pretty commonly occuring event in my cooking and now and then I finish this with frying and adding an egg as well.
    Understand, that eggs occur in bread, so I’ve got to look into that as well – an alternative might be to make the baking at home.

    The B12 is an important vitamine, so thanks for reminding me of that! Didn’t know it might be less common in vegetables.

    Klicking your name brought me to Your informative and well designed page whith all that info and interestin pictures. Awesome!
    Thanks again Debbie and have a good life!


  5. Roxane says:

    @Debbie, the BEST and most nutritious sources of Omega3s are vegan. Chia seeds and hemp seeds. I put chia seeds and water in an air-tight container in the fridge. It lasts about a week. Every day I put a couple of tablespoons in water or just eat it straight. Make the ratio of seeds to water so it’s like a thick gel.

    If you want to go the extra mile for nutrition you can sprout the chia seeds.

    I also eat raw hemp seeds by itself. A tablespoon a day when I don’t have chia seeds. Those shouldn’t be soaked.

    I go even further and for DHA I drink a liquid blue-green algae. It’s flash-frozen and completely unaltered. I won’t give the name of the brand because it’s probably not allowed.

  6. Linda says:

    Annie, you can get calcium fortified soy milk. I like Vitasoy So Milky because it doesn’t have a strong soy taste.

Shop GGA

  • Contributors
  • Press
  • Cheapskates
  • Sign Up
  • About
  • Advertisers
  • Contact Us
  • Style & Beauty
  • Lifestyle
  • Mamazon
  • Nosh
  • Wellness
  • Exclusive
  • Default
  • Get This
  • 2018
  • 2017
  • 2016
  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
  • 2009
  • 2008