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A snapshot from the surrogate milk delicatecy add featuring a big-breasted Juliet.
The Association of Milk Producers in Bulgaria has launched a suit with the Bulgarian competition watchdog over a TV ad featuring a woman with big breasts advertising what they see as "fake cheese".
The add in question features a woman presented as Juliet who pulls out a piece of cheese from inside her cleavage and hands it to a guy called Romeo; the cheese, however, is technically called a "milk delicacy" because it contains palm oil.
Even though the add does state that the product in question is not cheese, it has enraged the Bulgarian milk producers who are resorting to the Competition Protection Commission and the Council for Electronic Media, a media watchdog.
According to the milk producers, the ad misleads the consumers into believing that "fake cheese" is better and healthier than real cheese made of milk, the Standart daily reported.
A decision on whether to terminate the broadcasting of the controversial ad could be made only after the watchdogs issue a decision.
As of January 1, 2013, dairy farms in Bulgaria are required to produce either milk products only, or only surrogate products containing vegetable fat. They are entitled to switch every six months but are required to notify the Bulgarian Food Safety Agency.
According to the producers of milk surrogates, the Juliet ad is fully legal, and does not mislead the consumers in any way as it makes it clear that the product imitates the taste of cheese.
The surrogate product in question belongs to the Bulka Cheiz brand of cosmetics producer Ficosota Syntez and was produced at the Milky Lux dairy farm.
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