The Advertising Standards Authority has upheld two complaints against a leaflet produced by the Vegetarian and Vegan Foundation warning of the dangers of milk.

The pamphlet, headlined 'up to 100 million pus cells in every glass', breached truthfulness, substantiation, fear and distress clauses, the ASA concluded.

The alarming leaflet also linked milk with cancers as well as obesity and questioned why Americans - huge consumers of milk - had bad health statistics.

"We considered that to refer to the white blood cells naturally present in milk as 'pus' was misleading," the adjudication paper stated.

The ASA also claimed the association between milk and Americans' health was misleading because other factors might be responsible. It also did not support the VVF's links between milk and some cancers.