got milk?
America's Dairy Farmers and Milk Processors
Commentary by Steven B. Goldsmith, March 2002

In early 2002, America's Dairy Farmers and Milk Processors began running this print advertisement. Using a trick of the camera, they took an attractive young woman (Jessica Alba of Dark Angel) and turned her into a malformed person. This was apparently done to dramatize how a lack of height could affect a young person, and the importance of milk to the growing body. The caption across the middle of the advertisement reads:

No tall tale. About 15% of your height is added as a teen and milk helps make the most of it.

While milk is a good product and young people should do all that they can to grow into healthy adults, the message that America's Dairy Farmers and Milk Processors uses is offensive and insulting to persons of short stature. The advertisement treats short people as deformed. It is particularly disturbing to people with Achondroplasia, a form of dwarfism, that causes the arms and legs to be unusually small.

We call on America's Dairy Farmers and Milk Processors to pull these advertisements as soon as possible and to formally apologize for their offensive message.

If you would like to support us, please write to the America's Dairy Farmers and Milk Processors online at Why Milk Contact Us or send letters to:

David Pelzer, Vice President of Industry Relations
Dairy Management Inc.
10255 West Higgens Road, Suite 900
Rosemont, IL 60018-5616

Herman Brubaker, Chairman
Dairy Management, Inc.
723 Yost Road, Route 3, Box 159
West Alexandria, OH 45381