In 1990, the U.S. Congress passed the Fluid Milk Promotion Act to promote the sale of milk and to allow collective, producer financed, generic milk advertising.
The act stated that “fluid milk products are basic foods and are a primary source of required nutrients such as calcium, and otherwise are a valuable part of the human diet,” and mandated that “fluid milk products must be readily available and marketed efficiently to ensure that the people of the United States receive adequate nourishment.”