A vegan expert has slammed the new million pound advertising campaign by the dairy industry as 'desperate'.
The billboard ads - created by The Dairy Market Development Forum - carry a spoof logo similar to official Government branding.
The fake department in the ad is called the 'Department of Dairy Related Wholesome Affairs'.
According to Juliet Gellatley, Founder of leading vegan charity Viva!, the campaign is 'all about pretence'.
She told PBN: "Dairy propaganda plummets to a new low with this
a desperate attempt to stop people shunning dairy.
"The sole purpose of this £1.2 million campaign is to get people to consume more milk, butter, cheese and other products.
"If the ads were to be honest, they’d show cows used and abused as mere production units, list the many health issues dairy consumption has been linked to and state that going dairy-free is incredibly easy.
"Instead, the campaign is centered around 'The Department of Dairy Related Wholesome Affair' - a made-up institution complete with a crest clearly meant to parody the Royal Warrant - singing praise to a range of dairy products."
As part of the campaign, a number of paid jobs, with Government-style titles, have been advertised on LinkedIn.
The roles include 'Minister for Milk', 'Director of Cheese (Hard and Soft)' and 'Head of Butter'.
Speaking about the phoney department and jobs, Gellately says: "The dairy industry can’t say much of substance in their ads, because they can’t claim dairy products are healthy, essential, or natural for people to consume so they resorted to pretend Government endorsements and recommendations.
"How original and brave."