<ItemTemplate> > <mm:mmLabel ID="lblDOB" runat="server" DisplayFormat="{0:d}" CssClass="date" Text='< %# Bind("DateOfBirth") % >'></mm:mmLabel> ></ItemTemplate>I don't use MM, but you should be able to do something like..
<mm:mmLabel ID="lblDOB" runat="server" CssClass="date" Text='< %# DateTime.Parse(Eval("DateOfBirth")).ToShortDateString() % '></mm:mmLabel>Since it is a label, Eval makes a little more sense..