A "cheeky" poster in a Peta campaign against the consumption of dairy has been pulled from display after only one day following complaints from a local football club.

The billboard image shows a startled woman whose face has been drenched in a white liquid substance next to the words "Some bodily fluids are bad for you. Don't swallow. Ditch Dairy."

The poster has been displayed at the junction of Meadow Lane and Iremonger Road in Nottingham and will be removed by tomorrow after Notts County Football Club lodged complaints as they said it is "not in keeping with [their] community and family-focused values."

Damian Irvine, Commercial Director at Notts County, told Nottingham Post: "Families coming along to Meadow Lane for our blockbuster Christmas matches against Swindon Town on December 13 and against MK Dons on Boxing Day will not be subjected to the ads."

The design, which was described by the local paper as like "the aftermath of a sex act", was commissioned and set to be displayed throughout December after a Swedish study claimed that an increased risk of bone fractures and mortality are linked to dairy products.

Peta campaigns in pictures Show all 12 1 /12 Peta campaigns in pictures Peta campaigns in pictures Peta campaigns in pictures Anti-fur protestors from Peta are seen on the runway at the Julien MacDonald fashion show as part of London Fashion Week in September 2006 MJ Kim/Getty Images Peta campaigns in pictures Peta campaigns in pictures The poster from the animal rights group PETA PETA Peta campaigns in pictures Peta campaigns in pictures Animals on the mind: Staunch PETA supporter Morrissey casually poses with a cat on his head for one particularly literal campaign PETA Peta campaigns in pictures Peta campaigns in pictures Helen Flanagan poses beside a poster featuring her wearing reptile skin, to promote a PETA campaign, in Covent Garden PA Peta campaigns in pictures Peta campaigns in pictures Skin trade: PETA protests against Canadian seal hunting AFP / GETTY IMAGES Peta campaigns in pictures Peta campaigns in pictures A member of the 'Taiji Dolphin Action Group' curls up on a sheet depicting the Japanese flag, during a protest against the killing of dolphins Getty Peta campaigns in pictures Peta campaigns in pictures Supporters of People for the Ethical Treatment of Animals (PETA) gather to lie in a heap in Trafalgar Square to raise awareness on World Vegan Day PA Peta campaigns in pictures Peta campaigns in pictures Peta campaigns in pictures Peta campaigns in pictures Ingrid Newkirk outside Fortnum & Mason with a bloodied mouth and feeding tube Peta Peta campaigns in pictures Peta campaigns in pictures A member of the association 'People for the Ethical Treatment of Animals' (Peta) demonstrates to denounce the way birds' livers are fatten during the foie gras production Getty Images Peta campaigns in pictures Peta campaigns in pictures Peta's leader protesting against fur in Paris in 2006 AFP Peta campaigns in pictures Peta campaigns in pictures Protesting against Canadian seal hunting AP

Mimi Bekhechi, director of Peta (People for the Ethical Treatment of Animals), said: "The billboard is a cheeky way to alert passers-by to the dangers of drinking cows' milk.

"Dairy products wreak havoc on human health, and the dairy industry's routine cruelty to cows, who are used as nothing more than milk machines, should persuade anyone not to swallow products made with cows' milk."

The NHS website advises controlled consumption of dairy - despite it being a satisfactory source of calcium and vitamins B2 and B12 - due to high saturated fat levels and also warns against eating too much cheese, which can also be loaded with salt.

The charity - which has come under fire for shocking campaigns in the past - claims that prostate and ovarian cancer are linked to saturated animal fat and cholesterol found in dairy products.

Last year they released a campaign featuring 16-year-old singer Samia Najimy Finnerty with the slogan "vegans go all the way".