Drink milk, glow green… what?

I saw an ad for Devondale long life milk on TV recently which really bothered me. You can watch it on Devondale’s YouTube here. It features a young girl, with a fluorescent green glow going about her daily activites at home and school. At the end of the ad, we are supposed to believe that she’s somehow taken on this green glow through drinking milk which contains preservatives.

devgg

I think it’s very misleading, and it makes me uncomfortable for a number of reasons.

  1. The prevalence of glow-in-the-dark radium/phosphorus products around 100 years ago has cemented the ‘green glow = radioactivity’ myth into popular culture. In fact, radium alone does not emit the green glow, it must be mixed with phosphorus and when the radium gives off alpha particles, it stimulates the emission of light from the phosphorus atoms. ‘Radiation’ (alpha and beta particles and gamma rays) is actually invisible. Most importantly though, NONE OF THIS HAS ANYTHING TO DO WITH MILK OR PRESERVATIVES.
  2. Devondale are piling on the parental guilt in this ad with the line “what are you feeding your kids?”  As if parents don’t get enough guilt trips from the media and society already, now Devondale want to scare them off letting their kids drink milk? Of all the drinks available for kids (or anyone) to consume, milk is probably the second healthiest option after water.
  3. Milk sold in Australia, including long life varieties, DOES NOT EVEN CONTAIN PRESERVATIVES!
  • The shelf life of milk is extended by increasing the temperature at which it is pasteurised, and the environment in which it is packaged. By heating to a higher temperature, and packaging in a sterile environment, there is a huge reduction in the amount of organisms in the milk which over time contribute to its ‘going off’. Long life milk products do not contain preservative additives to extend the shelf life.
  • I’m not an expert on the food standards code but my interpretation of the relevant section is that antioxidants and preservative additives are permitted in milk, so long as they are included in the ingredients list on the container. I conducted a small survey at a local supermarket of long life milk products, and none of them listed any preservatives. Whether they are not used because they are simply not required (due to the high temperature treatment), or consciously excluded due to consumer concerns is something that can only be answered by the dairy industry.

milkcollage

I do feel for the independent dairy producers, given the ongoing pillaging of their industry by the  supermarket milk wars, but this, and the ridiculous permeate marketing ploy, is a dishonest way of advertising their product. Not cool Devondale, not cool.



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