There are some mighty impressive names on the Wall of Fame section of the official Body By Milk website [1].

These are the stars who have posed for the campaign, and among the milk-mustachoied athletes you'll find David Beckham, Mia Hamm, Andy Roddick, Sasha Cohen and Alex Rodriguez.

The high-profile celebs include an array of superstars that appeal to teens, including Beyonce, Misha Barton, Carrie Underwood, and even that Fantastic Four character [2] who really needs a facial.

One of the key messages that those ads seek to communicate is this: Three servings of dairy products a day help with weight loss and maintenance.

Unfortunately, research doesn't back up their claims. And now, the National Dairy Council [3] -- under pressure from the Federal Trade Commission -- just announced that they'll stop the ad campaign and remove the weight loss claims from their site.

So, should we drink milk or not? According to a New York University nutrition professor, dairy is not required for a healthy diet, though she herself includes daily servings in her diet. As for the Body By Milk messages, she called the campaign "ridiculously misleading."

Meanwhile, I have to admit that I'm enjoying the public squabble between the between the Dairy Council and the Physicians Committee for Responsible Medicine [4], an advocacy group that promotes a diet free from animal products. They originally petitioned the FTC to investigate the claims in the ad campaign.

The PCRM advocates told the New York Times [5] that the dairy industry is a "huge commercial entity that will exaggerate to sell its products." The dairy industry fired back, calling them a "vegan [5] group that doesn’t want anyone to eat dairy.” Is it just me, or does it sound like those pro-dairy folks think the word "vegan [6]" is an insult?

In any case, I stopped drinking milk when I was about 12 years old, so I can't claim a "Body By Milk." I can however claim a "Body By Cheese and Half-and-Half." But I doubt we'll ever see an ad promising that they do a body good.