“In 1974 the Federal Trade Commission finally began to catch up with the dairy industry. Specifically, the FTC issued a "proposed complaint" against the California Milk Producers Advisory Board and Cunningham and Walsh, its advertising agency. In the complaint they charged that the dairymen's campaign to stimulate milk sales constituted false, misleading, and deceptive advertising. The dairy industry was shocked. After all, what had they done other than to proclaim that "Everybody Needs Milk?" The public has heard that line for years. This time the FTC wasn't buying the slogan. They couldn't. Too much scientific evidence had been accumulated which indicated that people didn't need milk and, in fact, that it could be harmful to your health.”

—  Frank Oski

Source: Don't Drink Your Milk! (1983), pp. 65-66

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Frank Oski 7
American pediatrician 1932–1996

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