I've kind of been suspect of diets consisting in heavy amounts of dairy being connected to any kind of weight loss. Are you a dairy fan? I used to be, but no longer (very rarely eat dairy). The advertising proponent of needing "calcium" from a dairy diet is way stretched from my perspective, but I'll move on.

Just like any food industry (beef, milk, etc.), marketing claims that are based on missing or dubious scientific (or biased) medical evidence seem to be under the microscope a little closer these days. As such, the industry of U.S. dairy producers may need to stop the empty sales pitch that drinking more milk assists in weight loss. This according to the FTC (which is a dubious agency in itself sometime).

It's beyond me how any kind of dairy diet can assist in any remote weight loss, but this is what is advertised in many cases. Hopefully now, that kind of nonsense will stop.