I know Mark McAfee has a pretty full legal plate, but I wonder if he might have cause for a libel action against the San Jose Mercury News for its article about how Organic Pastures Dairy Co. has been forced to suspend sales of raw cream.

As I recall it from my journalism school days, it’s very difficult for any kind of “public figure” to sue anyone for libel. If you are a politician or own a business, you are generally considered a public figure, and the media can say pretty much anything they want to about you…unless the statements can be shown to be false, and also intended primarily to be defamatory.

It’s tough to meet both these criteria, which helps explain how dozens of publications make attractive livings reporting half-truths about Britney Spears and other celebrities.

But the Mercury News seems to come pretty close to meeting these criteria. Consider this statement in the article: “Organic Pastures in particular has been beset by potentially harmful bacteria in its raw milk in recent years.”

From everything I know, and as Mark reaffirms in his comment on my previous posting, that is a false statement. Unless there’s something both OPDC and the state are hiding from us, Organic Pastures has never “been beset by potentially harmful bacteria in its raw milk…”

The paper uses that statement to then make the connection to two incidents in which people became ill. The fact that there is a lawsuit in one of the incidents gives the paper some latitude in reporting on "charges," but in the other, involving campylobacter, the only connection is that “state public health officials investigated reports of a campylobacter bacterial outbreak that sickened five people who drank Organic Pastures raw milk.”

Can you imagine if a newspaper stated that “state public health officials investigated reports of a campylobacter bacterial outbreak that sickened five people who drank Tropicana Orange Juice”? That just wouldn’t happen. Or at least it wouldn’t happen until a definitive connection had been made between the illnesses and the product. Just as nothing was said in the Massachusetts pasteurized-milk-illness situation until the case was airtight after three men died and a pregnant woman had a miscarriage.

So if the statements are false and misleading, the question becomes, why did the paper make them? Very likely, the reporter was ignorant about the issue and was led astray by state officials, but ignorance isn’t necessarily an excuse for defamation.

Defamation often happens just like this—by making an inaccurate statement and then coming up with all kinds of “evidence” to support it. It’s happening to Barak Obama, with email campaigns suggesting that he must be a secret Muslim because he has a Muslim-sounding name. It gains credence when the radio talk show hosts use it as the basis of discussion, and a supposedly responsible politician like Hillary Clinton says it’s not true, “as far as I know.”

Just like this statement from the Mercury News article: " ‘The link appears suspicious, but it’s just not something we can prove,’ said state epidemiologist Dr. Gil Chavez." Yeah, we’d love to haul Mark in and string him up, but damn it, we’re never able to quite prove anything.

If it’s not something you can prove, why print it to begin with? Only one reason I can think of.

I don’t really expect Mark to seek legal action against the Mercury News, given all he has going on. But I think he’s definitely going in the right direction by forcefully taking on the charges, point by point, again and again and again. He’s trying to undo the lie that’s been repeated so often it’s taken as the truth.