The campaign, launched last week and originally scheduled to run through August, included the website, billboards in Los Angeles and San Francisco, and announcements on National Public Radio.
The billboards showed harried-looking men holding cartons of milk accompanied by tag lines such as "I'm sorry I listened to what you said and NOT what you meant," or "I apologize for not reading between the RIGHT lines."
Wan says the billboards will be replaced next week with ones directing viewers to the campaign's new website, http://gotdiscussion.org .
Jessica Coen, the editor in chief of Jezebel, said over the telephone that it was reassuring to see the changes that were made to the campaign so quickly.
"They're obviously aware and are responding to it. And the changes they made, as to the discussion, that's such a tired and hackneyed way to approach it," she said. "You can still talk about the PMS issue, you can still use that discussion, but not the way they did it."
The Milk Processor Board is overseen by the state Department of Food and Agriculture and is funded by contributions from dairy processors in California, the nation's top milk provider.
The group based the campaign on studies that have found a link between calcium intake and fewer PMS symptoms. For example, it cited a 2005 study published in the Archives of Internal Medicine that found calcium improved PMS symptoms in more than 1,000 women. The study received some funding from GlaxoSmithKline, which manufactures calcium supplements.
The board also refers to a 1999 study showing calcium could relieve symptoms such as irritability, depression, anxiety, social withdrawal, headache and cramps. That study was published in the Journal of the American College of Nutrition, and its author also had financial ties with the drug maker.
While the FDA recommends daily consumption of calcium, Sheri Zidenberg-Cherr, chairwoman of the Department of Nutrition at the University of California, Davis, told the AP last week that she was unaware of any studies showing calcium could improve the effects of premenstrual syndrome.
Copyright 2011 The Associated Press.