Mercy for Animals is running a provocative new anti-milk ad campaign, spoofing the controversial PMS-themed Got Milk print ads recently run (and withdrawn) by the California Milk Processors Board. Ads feature angry women holding blood- splattered milk cartons, exclaiming, “PMS? No, I’m livid with the milk industry for abusing and killing cows. Most Cows in Dairy Production Are Painfully Mutilated, Intensively Confined, and Mercilessly Killed” and directing consumers to the newly launched website, MilkIsCruel.com. A full-page ad is set to run in an upcoming issue of Ms. Magazine, the popular feminist journal that helped lead the charge to retire the misleading and offensive dairy industry ads.