"I'm not familiar with research supporting that relationship at this time," said Zidenberg-Cherr.
The board has had success in highlighting the link between calcium and PMS before, said James, the executive director. That included a 30-second TV ad in 2005 called "Milk to the Rescue," which featured men stocking up on gallons of milk.
James said even his wife was skeptical about the campaign, but she laughed at many of the jokes on the website.
"It is awkward and it is provocative, but once you let the humor in and you start talking about it, we hope it'll be a healthy thing for couples," he said.
California is the nation's leading milk provider, producing 21 percent of all milk sold in the United States in 2010. Sales of milk in the state have fluctuated only slightly annually from 2006 through 2010, according to the U.S. Department of Agriculture.
The Milk Processor Board is funded through contributions from California dairy processors and is overseen by the state Department of Food and Agriculture.
Copyright 2011 The Associated Press.