Unfortunately, the Dairy Council and its allies have not given up the fight to promote sweetened milk to children, and have recently initiated an aggressive series of marketing measures from more "kid friendly" packaging to new flavors. Their ads are attractive and ubiquitous, and carry endorsements from a broad range of health-related associations, including the American Academy Pediatrics, the American Academy of Family Association Physicians, the American Dietetic and the School Nutrition Association, to name ust a few.