New Delhi, Oct 27 (Agencies) : A PETA-sponsored billboard has been put up at Hilldale Mall, which is located just a mile away from the University of Wisconsin-Madison campus. The university has been ranked the nation's top party school, and thus, the ad campaign aims to target college students while urging them to consume beer instead of milk.

The ad is just another version of the "Got milk?" advertisement and reads, "Got Beer? It's Official: Beer Is Better for You Than Milk". It also states scientific reasons behind the claim and suggests that beer, not milk, protects bone and heart health.

This is not the first time that PETA has run its "Got Beer" campaign. The advertisement started in the year 2000 but was attacked by various groups including Mothers Against Drunk Driving (MADD). A donation of USD 500 was made to MADD by PETA out of goodwill after the "Got Beer?" campaign was pulled down in 2000. It was eventually stripped off in 2002 because of the backlash by MADD.

"The verdict is in, and even beer beats milk hands down. Alcohol in moderation can be good for you, but there’s no way to consume dairy foods responsibly when they harm our health and cause billions of cows to suffer," says PETA executive vice-president Tracy Reiman.

PETA also went on to compare different health benefits of both the drinks, clearly outlining that beer is healthier than milk.

"Consumption of dairy foods has been linked to serious health problems, including heart disease, obesity, diabetes, and cancer as well as conditions such as acne, excess mucus, and symptoms of lactose intolerance, such as flatulence. There is even evidence that dairy foods cause osteoporosis rather than preventing it by depleting bone mass. Beer, on the other hand, has been shown to help keep bones from going brittle, among other health benefits.", PETA stated on its website.

So, for all the beer-lovers out there, it's time to indulge in your favourite drink without guilt.