California Milk Board Dumps Controversial PMS Campaign

Even if the science was right, the message proved terribly wrong.

The California Milk Processor Board pulled the plug on a controversial campaign that positioned milk as a remedy for premenstrual syndrome by appealing to cowering husbands and boyfriends.

There's merit to the idea that regular consumption of milk — and other foods rich in calcium and vitamin D — can lessen the odds a woman will develop PMS or reduce the severity of symptoms.

But the campaign, mainly on the website whose URL was EverythingIDoIsWrong.org, was seen by many as sexist and downright offensive. Now the URL directs people to the site GotDiscussion.org, where the milk board apologizes:

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