What I would never have submitted, let alone gotten away with, would be an 83 word (truly, that pic above is all there is), byline free, advertorial replete with a large photo promoting milk consumption in the name of Vitamin D and calcium citing a "report" that urged Canadians to drink milk, and mentioning "experts" three times, without actually naming the report or the experts.
Though I'm not sure which report the 83 words is referring to, my friend and PhD/RD Dr. Kevin Klatt (who you should absolutely be following on Twitter) was able to steer me to this study looking at non-dairy milk consumption and vitamin D levels in Canadian children which clearly demonstrates drinking non-cow's milk leads to lower, but still fine, vitamin D status markers.
He noted, as actually cited experts should, that vitamin D's daily recommended intake (DRI) levels were derived from intake studies performed in very high northern latitudes so as to remove the confounding issue of sunlight, and that consequently daily recommended intake levels are far more than are necessary to maintain safe vitamin D levels for everywhere but the far north. He also pointed out,
"there's not very strong evidence to suggest that not consuming milk places one at risk of having Vitamin D status in the range of insufficiency."And though it may surprise you given the certainty of the 83 words up above, the data on dietary intake and Vitamin D are so limited that anyone who has concerns about their vitamin D status, regardless of whether they drink milk or not, should have their levels checked and not simply assume milk will be magical. Or better yet, not try to drink their way to higher levels of Vitamin D if they're concerned and simply take supplements (with meals if this is your plan as Vitamin D is a fat soluble vitamin)
Given the full court press the Canadian dairy industry has been making since our new Food Guide rightfully relegated dairy to simply a source of protein rather than suggest it is a unique food group, I can't help but wonder if this published seeming advertorial is consequent to their efforts and overtures, and while it might play to at least 50 years of Canadian dairy marketing, the Ottawa Citizen should know better than to simply pass along uncritical food takes suggesting magic benefits to specific foods to a population primed to believe them.
(Thanks to my friend and colleague Andrew Kujavsky for sending the photo of the article my way)