An advokat for The Vegan Society is claiming the food giant Nestle used misleading claims in some of their ads. The case centers around misleading claims, with advokater for the Vegan Society pointing to advertisements which call milk essential for healthy bones, and this statement has vegans and their advokat up in arms over the ads. The product featured in these ads was Sveltesse Optimise by Nestle, and it was aimed at women and stating that milk is essential for healthy bones. Vegans point out that calcium can be found in other foods, not just milk and dairy foods, so that the term essential is deceptive, and misleading women into drinking milk because they believe they must to get calcium they need. The ASA sided with the Vegan Society, stating that the use of the word essential made it appear as though milk was the only source of calcium, and they advised the Nestle company to change the ads so they were no longer misleading.

An advokat for Nestle defended the stand of the company, stating that the ads in question do not state dairy products are the sole source of calcium, but also that dairy products contain a high amount of needed calcium and other nutrients, like vitamin D, and it is the most common source for these nutrients. Some nutritionists and advokater in the UK advise that companies which market dairy products should use more caution with their wording in the future. Vegans do not eat any animal products, including milk, eggs, fish, and all forms of meat. Instead vegans get all the needed nutrients from fresh fruits and vegetables, and other non animal food sources. Vegans do not recognize milk as essential or even desired, and it is forbidden from their diet. The Vegan Society may have had a good advokat and won this round, but the fact is that most people drink milk, and get a significant amount of calcium and other nutrients from this food. Milk may not be the only source of calcium, as the advokat for the Vegan Society pointed out, but it is the best source and contains the highest amount of calcium out of all the food groups, so many women make sure to drink enough milk to avoid osteoporosis later on in life. Milk does have indisputable health and weight loss benefits when consumed, even though it comes from an animal source.