In recent years, fresh milk has been suffering from a decline in consumption by Italian families. The reasons are various and are partly due to the pressing of so-called ‘vegetable drinks’ which are promoted as more healthy and sustainable than cow’s milk. Often, however, the communication of those who support these products makes use of false data and spreads real hoaxes, especially on the web and in particular on social networks. Between marketing and scientific evidence, an all-out comparison.