By Rachel Krantz

For most of my life, I genuinely believed the false advertising used to sell dairy. When I learned the truth—that nearly all cows used for dairy are kept inside, locked up, forcibly inseminated, and hooked up to painful milking machines—I was heartbroken. How had I never put two and two together: that for humans to consume cow's milk, mother cows must have their calves taken?

I had been duped by dairy brands, whose misleading ads have never been regulated, despite truth-in-advertising laws. This discrepancy prompted a 2003 lawsuit involving the "Happy Cows" campaign, but the case was thrown out over a technicality. "The state's false advertising law simply doesn't apply to the government," explained Mercy For Animals lawyer Rachel Faulkner. The 'Happy Cow' ads were run by the California Milk Advisory Board, a marketing arm of the California Food and Agriculture Department.