A CAMPAIGN by a milk marketer to address the serious subject of premenstrual syndrome in a humorous fashion — by focusing on how men purportedly suffer from its effects along with women — is being ended early after an outpouring of criticism and comments about the tone of the ads and even a parody on FunnyorDie.com.

The campaign was introduced on July 11 by the California Milk Processor Board and its longtime advertising agency, Goodby, Silverstein & Partners in San Francisco, part of the Omnicom Group. The centerpiece of the campaign, which declares that “milk can help reduce the symptoms of PMS,” was a microsite, or special Web site, that used the Web address everythingidoiswrong.org and addressed itself to men as “your home for PMS management.”

The content of the microsite included “preapproved apologies” from men to the women in their lives with PMS like “I’m sorry for the thing or things I did or didn’t do” as well as features like an “emergency milk locator.”

The microsite was scheduled to be live through the end of August. Instead, it was replaced Thursday morning with another microsite, with the Web address gotdiscussion.org, that is intended to foster conversations about the campaign’s premise and approach, and provide information about how drinking milk may help ease the symptoms of PMS.