Got PMS?: California Milk Board Shuts Down Sexist Ad Campaign

July 21, 2011

Hey guys, check it out — bring home many gallons of milk and you’ll no longer be a victim of your girlfriend/wife/mother’s general premenstrual bitchiness.

Such was the gist of the latest campaign from the California Milk Processor Board before it was shut down prematurely, a victim of its own poorly executed bad humor.

Following pressure from several groups including a petition launched by Ms. Magazine, the campaign website morphed into Thursday morning. The campaign was supposed to run through the end of August.

The Milk Board, administered by the California Department of Food and Agriculture and best known for the “got milk?” campaign, posted the following quasi-apology (aka “sorry to the few humorless idiots we offended”):

Over the past couple of weeks, regrettably, some people found our campaign about milk and PMS to be outrageous and misguided – and we apologize to those we offended. Others thought it funny and educational. It has opened up a topic that affects women, of course, but also relationships. We have reproduced a representative sampling of the reaction here….

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Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.