People for the Ethical Treatment of Animals (PETA) filed a December 2002 lawsuit against the California Milk Advisory Board (CMAB).
PETA’s lawsuit claimed that the CMAB’s “Happy Cows” advertising campaign constituted false advertising. They charged that the idyllic living conditions of the “Happy Cows” were in stark contrast to the large factory farm reality of most dairy cows in California.
The suit was thrown out by the California Superior Court in 2002. PETA appealed the decision to the California Supreme Court, which refused to review the case in 2005.