Advertisement Linking Cow’s Milk to Cancer Removed

In September, misleading advertisements by a vegan group attracted attention in Bristol, England. Criticism that the bus advertisements misrepresented the facts and misled people soon followed, and complaints began arriving. Under the heading “Some Dairy Industry Facts We Believe You Don’t Know,” the advertisement stated: “Most cows are pregnant when milked. This means milk contains 35 hormones, including estrogen. Some of these are linked to cancer. Milk is for babies—give it up!”

Following the complaints, the Advertising Standards Authority launched an investigation and asked the vegan group behind the campaign to substantiate its claims, as the advertisement implied that drinking cow’s milk could cause cancer.

In its defense, the vegan group Viva said it had stated that hormones were “linked to cancer,” rather than “the cause of cancer.” Yet this is something cancer specialists have known for almost 100 years, such as the relationship between estrogen and breast cancer or testosterone and prostate cancer. These hormones are nonetheless essential for both men and women, and the hormone-cancer relationshiprelates not simply to excessive hormones causing cancer, but to cellular hormone receptorsand intracellular abnormal activation of growth pathways .

To support its claims, Viva cited several papers it believed showed that cow’s milk contains more than 35 hormones, including estrogens and insulin-like growth factor (IGF-1). However, the Advertising Standards Authority found the poster misleading and the supporting evidence invalid, and prohibited it from appearing again.

The advertising authority explained: “The studies did not support Viva’s claims that cow’s milk was linked to cancer.” In other words, Viva presented scientific publications to support its claims, but their contents contradicted those claims. The advertisements were consequently banned despite Viva’s persistent defense.

Some United Kingdom Statistics on Veganism

• More than half a million people in the United Kingdom follow a vegan diet.
• There are twice as many vegan women as vegan men.
• 42% of vegans are in the 15-34 age group.
• People living in urban areas make up 88% of the vegan population, while those living in rural areas account for 12%.

Note: A vegetarian diet means not consuming red meat, fish, poultry and, in some cases, eggs, milk, and dairy products. A vegan diet means consuming no animal products, including eggs, dairy products, and honey.