Elanco initiated legal action in an eastern Wisconsin U.S. District Court against international dairy conglomerate Arla Foods last Friday. Elanco wants the court to force Arla to stop what it calls a deceptive advertising campaign and false business practices against rbST. It’s a supplement marketed and sold by Elanco under the brand name Posilac.
Elanco says the technology has been proven safe and effective since it was first approved by the FDA in 1993. The Arla campaign is called “Live and Unprocessed,” launching across America in late April. The campaign is based upon a child’s understanding of what rbST is and then brings the perception to life as an animated monster with razor-sharp horns and electrified fur.
Elanco’s complaint says it believes that Arla is intentionally deceiving the public about the safety of rbST. The product has been used for more than 20 years, with rbST used to help cows give more milk without changing the safety and quality of American dairy products.