It looks like Jason Bateman is playing a new role, starring as a deceptive cheese shill. On a recent episode of the podcast Smartless, Bateman endorsed Organic Valley, prompting PETA lawyers to send him a letter regarding the company’s false marketing claim that its products are “ethically sourced”—a claim he propagated in his ad read.

Public figures are responsible for ensuring their endorsements’ authenticity and integrity. Celebrities have a duty to their audiences to thoroughly vet the products and companies they promote, ensuring they align with ethical standards and deliver on their promises.

Organic Valley’s Deception

In the dairy industry, companies like Organic Valley—whether they use “organic,” “grass-fed,” “ethically raised,” or any other such label (these labels are also common in the meat industry)—repeatedly impregnate cows to keep them lactating, only to rip newborn calves away from their mothers shortly after birth. This separation inflicts immense trauma on the mother and her calf, so it’s impossible for Organic Valley’s milk or cheese—or any dairy product—to be “ethically sourced.”

What Is Humane Washing?

Organic Valley’s marketing is an example of humane washing, a tactic companies use to appeal to consumers’ desire for ethically produced items while conveniently sidestepping the grim reality of animal agriculture. By labeling their products with deceptively positive claims, they trick consumers into thinking they’re making ethical choices when they’re actually supporting animal abuse.

Were You Duped by ‘Humane’ Dairy Claims? Let Us Know!

If you bought milk, cheese, or another dairy item advertised with “humane” logos, slogans, or images of cows on lush green pastures and believe that a company misled you about how the item was produced, we want to hear from you. You have a right to know the truth about what you buy and consume. Please contact us to share your concerns:

The post Jason Bateman’s Dairy Endorsement Raises Eyebrows and Harms Cows appeared first on PETA.