VIENNA — “Milking” — dumping a bottle of milk over your head and filming it for a video post on the Internet — has become a popular youth craze, but Austrian farmers say the spillage is a crying shame. Austria's AMA farm lobby on Wednesday launched its own “true milking” campaign to decry the wanton waste of dairy resources and to encourage consumers to drink it instead. Milking has become an Internet hit, with one video (http://www.youtube.com/watch?v=qtJPAv1UiAE) from Newcastle in England getting more than half a million views on YouTube. AMA's marketing arm said the milking craze seemed to reflect a strange youthful protest against authority. It sought to one-up the video trend with its own clip (http://www.youtube.com/watch?v=EsJ3OsP1Fks&feature=youtu.be) featuring a young man who holds a carton of milk high above his head and drinks the contents without spilling a drop. — Reuters
