Anti-dairy campaign billboard poster by Peta removed from public for being too sexual

The image is described as looking like 'the aftermath of a sex act'

A "cheeky" poster in a Peta campaign against the consumption of dairy has been pulled from display after only one day following complaints from a local football club.

The billboard image shows a startled woman whose face has been drenched in a white liquid substance next to the words "Some bodily fluids are bad for you. Don't swallow. Ditch Dairy."

The poster has been displayed at the junction of Meadow Lane and Iremonger Road in Nottingham and will be removed by tomorrow after Notts County Football Club lodged complaints as they said it is "not in keeping with [their] community and family-focused values."

Damian Irvine, Commercial Director at Notts County, told Nottingham Post: "Families coming along to Meadow Lane for our blockbuster Christmas matches against Swindon Town on December 13 and against MK Dons on Boxing Day will not be subjected to the ads."

The design, which was described by the local paper as like "the aftermath of a sex act", was commissioned and set to be displayed throughout December after a Swedish study claimed that an increased risk of bone fractures and mortality are linked to dairy products.

Mimi Bekhechi, director of Peta (People for the Ethical Treatment of Animals), said: "The billboard is a cheeky way to alert passers-by to the dangers of drinking cows' milk.

"Dairy products wreak havoc on human health, and the dairy industry's routine cruelty to cows, who are used as nothing more than milk machines, should persuade anyone not to swallow products made with cows' milk."

The NHS website advises controlled consumption of dairy - despite it being a satisfactory source of calcium and vitamins B2 and B12 - due to high saturated fat levels and also warns against eating too much cheese, which can also be loaded with salt.

The charity - which has come under fire for shocking campaigns in the past - claims that prostate and ovarian cancer are linked to saturated animal fat and cholesterol found in dairy products.

Last year they released a campaign featuring 16-year-old singer Samia Najimy Finnerty with the slogan "vegans go all the way".

Peta have also used semi-naked women in campaigns for animal rights and veganism, with a stunt in 2008 featuring a topless pregnant model on her hands and knees in the middle of Covent Garden, central London, with a banner saying: "Unahppy Mother's Day for Pigs... Go Vegetarian."