FTC says milk ads are OK

Federal regulators have turned down a request from Monsanto Co. to take action against dairy companies that advertise milk as free of synthetic hormones.

The Federal Trade Commission said last week that the ads it reviewed did not make any misleading claims about the safety of recombinant bovine somatotropin, or rBST, a hormone that boosts milk production in cows.

St. Louis based-Monsanto, which markets the hormone under the brand name Posilac, claims the ads mislead consumers into thinking that milk from cows not treated with rBST are healthier or safer than dairy products from cows treated with the hormone.

Many dairy farmers concerned about possible safety risks refuse to use the product and a growing number of retailers, including grocery chains Safeway and Kroger Co., have switched to milk free of synthetic hormones.

The national milk brand Borden, for example, advertises that "we work exclusively with farmers that supply 100 percent of our milk from cows that haven't been treated with artificial hormones. So, who do you trust when it comes to your family's milk?"

Steve - this is another body-blow to Monsanto's rBGH and a boost for the informed consumer!