THIS is the Olympic and Paralympic Ad Campaign that was Banned by the French Government!
Our Paris Metro billboard campaign that we created for the Olympics and Paralympics was banned by the French advertising authorities. They rejected our campaign because “it could be perceived as denigrating dairy products; and as such, may provoke reactions from all representatives of the dairy industry.” Aside from the blatant censorship–which they brazenly admit by citing dairy industry objections—this ban is a massive, hypocritical contradiction for an Olympic Games that purports to be 60% plant-based.
But they can’t deny the science.
Milk really does a body bad.
See the proof below!
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Drop Milk. Win Medals
Two-thirds of the world have trouble digesting lactose, which can lead to a painful and distended stomach, gas and diarrhea, and even headaches.1 These are major problems that send athletes to the bathroom, not the podium.
Nearly two-thirds of the fat in milk is saturated, 2 so drinking ordinary amounts of milk dumps more of this artery-clogging fat into our bodies than eating cookies, cakes, pastries, and pies combined. 3 Research shows that drinking even a single beverage made with milk significantly slows the blood flow to our muscles, 4 downgrading our circulation from working more like an athlete’s 5 towards a lower functioning 80-year old man. 6
See the proof →
- Storhaug CL, Fosse SK, Fadnes LT. Country, regional, and global estimates for lactose malabsorption in adults: A systematic review and meta-analysis. Lancet Gastroenterol Hepatol 2017;2(10):738–746.
- O’Donnell-Megaro AM, Barbano DM, Bauman DE. Survey of the fatty acid composition of retail milk in the United States including regional and seasonal variations. J Dairy Sci. 2011;94(1):59-65. doi:10.3168/jds.2010-3571
- O’Neil CE, Keast DR, Fulgoni VL, Nicklas TA. Food sources of energy and nutrients among adults in the US: NHANES 2003–2006. Nutrients. 2012;4(12):2097-2120. Published 2012 Dec 19. doi:10.3390/nu4122097
- Fewkes JJ, Kellow NJ, Cowan SF, Williamson G, Dordevic AL. A single, high-fat meal adversely affects postprandial endothelial function: A systematic review and meta-analysis. Am J Clin Nutr. 2022;116(3):699-729. doi:10.1093/ajcn/nqac153
- Welsch MA, Blalock P, Credeur DP, Parish TR. Comparison of brachial artery vasoreactivity in elite power athletes and age-matched controls. PLoS One. 2013;8(1):e54718. doi:10.1371/journal.pone.0054718
- Welsch MA, Dobrosielski DA, Arce-Esquivel AA, et al. The association between flow-mediated dilation and physical function in older men. Med Sci Sports Exerc. 2008;40(7):1237-1243. doi:10.1249/MSS.0b013e31816c5552
Drop Milk. Get Hard.
Drinking cow’s milk increases men’s estrogen levels by 26% in just one hour, while dropping their testosterone levels by 18%. 1 This could explain why Harvard University doctors found that men who have more milk and animal foods have a 22% higher risk of erectile dysfunction than men who eat lots of healthy plant-based foods. 2
See the proof →
- Maruyama K, Oshima T, Ohyama K. Exposure to exogenous estrogen through intake of commercial milk produced from pregnant cows. Pediatr Int. 2010;52(1):33-38.
- Yang H, Breyer BN, Rimm EB, et al. Plant-based diet index and erectile dysfunction in the Health Professionals Follow-Up Study. BJU Int. 2022;130(4):514-521.
Drop Milk. Get Glowing.
Fourteen studies including nearly 80,000 people found that drinking just a single glass of milk a day increases the chances of acne by more than 40%.1 Another study showed that eating ice cream as little as once a week increases the likelihood of acne by nearly 350%.2
See the proof →
- Juhl CR, Bergholdt HKM, Miller IM, Jemec GBE, Kanters JK, Ellervik C. Dairy intake and acne vulgaris: A systematic review and meta-analysis of 78,529 children, adolescents, and young adults. Nutrients. 2018;10(8):1049.
- Ismail NH, Manaf ZA, Azizan NZ. High glycemic load diet, milk and ice cream consumption are related to acne vulgaris in Malaysian young adults: A case control study. BMC Dermatol. 2012;12:13.
Want to make the switch? Here are some stellar resources to help you ditch dairy:
Let The Plant-Based Games Begin (our Plant-Based Playbook for Athletes)
A Scientific Report on Cow’s Milk, Health, and Athletic Performance