A national programme authorised by the Fluid Milk Promotion Act of 1990 (Fluid Act) with the purpose of increasing consumption of milk and dairy products and reducing milk surpluses by developing generic advertising programs. The programme is funded by a mandatory 20-cent per hundredweight assessment on processors for all fluid milk processed in the contiguous 48 states and marketed commercially. The programme is administered by the National Fluid Milk Processor Promotion Board. It should not be confused with the dairy farmer funded Dairy Promotion Program. The FAIR Act of 1996 extends the Fluid Milk Promotion programme through 2002.