The California Supreme Court has decided not to review a false-advertising case against the state milk board by animal rights group People for the Ethical Treatment of Animals.

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PETA had challenged court rulings that granted the state blanket immunity from laws designed to protect consumers, it said.


PETA objects to advertising which portrays California’s cows as happy. “Painting a ‘happy’ image of an industry that treats these animals like milk machines is deceptive, regardless of who is doing the deceiving,” says Bruce Friedrich, PETA’s director of vegan campaigns. “If the California milk industry treated dogs or cats the way it treats cows, everyone involved would be prosecuted for cruelty to animals.”


While the ruling from the California Supreme Court marks the end of a road, the journey to stop these deceptive ads is far from over, PETA said. PETA is investigating litigation in other states where the ads are running.

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