According to a new meta-analysis study conducted by researchers at the University of Auckland—wherein multiple studies relating to bone health were aggregated and analyzed—consuming calcium is not associated with bone strength. In fact, researchers found that an excessive amount of calcium can lead to heart disease and kidney stones. Furthermore, Dr. Karl Michaelsson, a professor who studies osteoporosis at Sweden’s Uppsala University, recently found that individuals who drank the most milk had the highest risk of bone fractures and early death. With advertisements such as “Got Milk?” that feature athletes and celebrities, the dairy industry has notoriously relied on false claims regarding a connection between the consumption of milk and strong bones. In an effort to stunt plummeting sales, earlier this year the dairy industry launched the “Get Real” social media campaign in which dairy industry professionals bombarded social media channels with posts touting the benefits of dairy milk while poking fun at plant-based milks.