Milk may advertise as "good for osteoporosis" in future

The Federal Council has relaxed the so-called ban on health claims and allows certain health claims to be made for foods. This means that advertising "Milk prevents osteoporosis" will no longer be prohibited in Switzerland in future. The change will not apply in full for another four to five years due to the planned transitional periods. In the past, Swiss milk producers had come into conflict with the law because they had used the black and white cow "Lovely" to advertise the preventive effect of milk against the bone disease osteoporosis. Nutritional messages on the topics of "Milk gives strong bones" and "Milk is an essential nutritional factor for healthy development in children and young people" were already possible, as these have been scientifically proven (see
Never change a winning cow
).