Daily Mail Reporter
Last updated at 6:46 AM on 23rd July 2011
Responding to a wave of criticism, the
California milk board behind the famous Got Milk? ads has modified a new
campaign targeting men by promoting milk as a way to lessen the effects of
The California Milk Processor's Board decided
on Thursday to alter its campaign, which portrayed men as the victims of
Instead, it redirected users from its website, www.everythingidoiswrong.org, to another that will encourage discussion of the issue.
Controversial: Billboards like this one portraying men as the victims of PMS have sparked fury
In each poster, confused men holding cartons of milk accompanied by tag lines such as 'I'm sorry I listened to what you said and NOT what you meant,' or 'I apologize for not reading between the RIGHT lines.'
A group of men waved signs with those messages at a rally in Hollywood on Tuesday as part of the campaign, which organisers say will include skits and 'PMS-themed comedy shows'.