People for the Ethical Treatment of Animals (PETA) tried to raise hysteria with a new billboard following the BSE case found at a California dairy, but the ad was denied out of concern the message was not truthful.
PETA’s submitted an ad with the line "Real Milk Comes from Real Sick Cows" to Lamar Advertising Co. for a billboard in Hanford, Calif., to be used near the rendering plant where the cow with BSE was taken for initial processing.
While PETA spokeswoman Alicia Woempner said Lamar gave a generic response for not accepting the ad, Hal Kilshaw, Lamar’s vice president of governmental affairs, told the Fresno Bee the ad was rejected due to the validity of the message.
"It's misleading," Kilshaw said. "Millions of people drink milk every day and don't get sick."
The case of bovine spongiform encephalopathy found in a dairy cow from Tulare County was the fourth U.S. case since 2003 and the first in six years. The USDA called the case “atypical” and searched the cow’s offspring and other cows at the dairy to confirm the case was isolated.
After gaining international media attention, the BSE case settled quickly when no additional cases were found.
In place of the billboard, PETA is running a "Three Reasons to Go Vegetarian" television ad in the Fresno market.