By Robert Cohen Executive Director Text Only

Scrubbing Up for Truth in Advertising

At last! A dairy industry advertisement accurately
reflecting the true outcome of a lifetime of milk and cheese

Take note of the three x-rays. You do not need a degree in
osteopathic medicine to note that actress Sarah Chalke has a
badly deteriorated hip joint, and is in need of immediate
hip replacement surgery. This makes sense, of course.
Nations consuming the most milk and dairy products have the
highest rates of crippling osteoporosis.

Cardiovascular problems? All three hearts are diseased and
shriveled up! Maybe its because these are all x-rays of
cadavers! Poetic justice in the dairy industry message.

Sex change operations, anyone? These are all female
skeletons. Zack Braff and Donald Adeosun Faison seem to be
doing quite well from the estrogen and progesterone normally
found in a glass of cow's milk.

Full body x-rays? These three members of the cast of Scrubs
have been exposed to more radiation than has been discovered
in all of Saddam's non-existant nuke program.

In their original press release, dairy spin doctors wrote:

"Doctors agree that osteoporosis is nothing to joke about -
just ask actors Zach Braff, Sarah Chalke and Donald Faison
of the hit NBC medical comedy series "Scrubs." The three
stars "scrubbed in" to wear the famous 'stache' for an
upcoming ad to prescribe milk for women who are not getting
enough calcium."

Here's what the American Journal of Epidemiology reported
(vol. 139) in 1994:

"Consumption of dairy products, particularly at age 20
years, were associated with an increased risk of hip
fractures...metabolism of dietary protein causes increased
urinary excretion of calcium."

The dairy industry uses phony television doctors to tell you
that bone growth is dependent upon calcium obtained from
milk and cheese. Nothing could be further from the truth,
according to Neal Barnard, M.D., founder of the Physician's
Committee for Responsible Medicine. In December of 1999, Dr.
Barnard wrote:

"What appears to be important in bone metabolism is not
calcium intake, but calcium balance. The loss of bone
integrity among many post menopausal white women probably
results from genetics and from diet and lifestyle factors.
Research shows that calcium losses are increased by the use
of animal protein, salt, caffeine, and tobacco, and by
physical inactivity."

The largest medical study in American history (the 14-year
Harvard study of 78,000 women, American Journal of Public
Health 1997;87) reported:

"There is no significant association between teenaged milk
consumption and the risk of adult fractures. Data indicate
that frequent milk consumption and higher dietary calcium
intakes in middle aged women do not provide protection
against hip or forearm fractures...women consuming greater
amounts of calcium from dairy foods had significantly
increased risks of hip fractures, while no increase in
fracture risk was observed for the same levels of calcium
from nondairy sources."

Robert Cohen, author of:   MILK A-Z
Executive Director (
Dairy Education Board

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