Aubrey Plaza's satirical ad for 'wood milk' violated federal law, a new complaint says
A nonprofit is claiming that a"Got Milk?" ad featuring"The White Lotus" actress Aubrey Plaza violated federal laws., which was created using funding from a US Department of Agriculture program to promote dairy milk, features Plaza talking up"Wood Milk," a milk alternative made from trees. At the end of the spot, she reveals that the product is fake."Only real milk is real," Plaza says.
The complaint cites a federal law that prohibits USDA-backed ads from disparaging other agricultural commodities. Another statute says that the ads can't influence government action or policy. Right now, the Food and Drug Administration is seeking public comments on proposed labelingThe spot was"designed to elicit 'backlash' against plant-based milks," the Physicians Committee says in its complaint.
"This conduct unabashedly violates the legal guardrails that exist to prevent USDA from promoting one commodity to the detriment of others," the complaint continues. A representative for the"Got Milk?" campaign deferred comment to the USDA. A representative for the USDA did not immediately respond to a request for commentfor appearing in the ad when it debuted last month.
The complaint and the ad mark the latest flashpoint between the US dairy industry and brands that make milk out of plant-based ingredients, from soy to almonds to peas. While just 15% of all milk sold in the US in 2022 was plant-based, the category is growing faster than cow's milk: Plant-based milk sales grew 8% to $2.8 billion in 2022, according to the
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