Aug 31, 2006

FACED with declining milk consumption by teenagers, dairy companies are embarking on an advertising campaign with sports and entertainment celebrities and interactive features that they hope will win young people over.

A number of doctors and nutrition experts challenge the ads’ statements about milk’s ability to help teenagers lose weight and build muscle. Barry M. Popkin, a professor of nutrition at the University of North Carolina, said the public would ignore the exact language of the ads, which says studies “suggest teens who choose” milk tend to be leaner.

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