Day 047 - 07 Nov 94 - Page 18
1 and debate in recent years?
2 A. No. I think that is an over statement. Advertising is
3 always a subject under discussion, quite rightly so; it
4 forms a valuable and normal part of life. But I do not
5 think it is fair to say that it has been a matter of
6 concern, any more than the weather has or the amount of
7 traffic on the roads. It is a subject which people talk
8 about a lot. Sometimes they are happy with it, sometimes
9 they are unhappy with it. But I do not think it is any
10 more than that.
11
12 Q. So it is certainly the subject of debate?
13 A. Of course.
14
15 Q. You just do not think it is a matter of concern?
16 A. That is right.
17
18 Q. Why are people debating it, then?
19 A. Because it is of interest. People talk about politics;
20 they talk about anything. We all do. It is an everyday
21 part of life. The fact that people discuss something does
22 not necessarily mean that it is a matter of concern.
23
24 Q. The subject has being discussed by the ITC's Advertising
25 Advisory Committee, has not it?
26 A. Which subject?
27
28 Q. The subject of food advertising, particularly in relation
29 to children?
30 A. Indeed. It has been one of the subjects on the agenda
31 for many years. That is exactly the purpose for which the
32 Advertising Advisory Committee exists: to look at all
33 aspects of advertising that may be relevant.
34
35 Q. But are you saying they just discuss it in the same manner
36 that they discuss the weather?
37 A. No. The weather is not an advertising issue. But the
38 financial advertising or pharmaceutical advertising, or car
39 advertising, these are also subjects which are discussed at
40 the AAC, just as food advertising is.
41
42 Q. So what is the interest of the ITC -- well, what do they
43 discuss when they discuss food advertising, and children in
44 particular?
45 A. They might look at particular commercials. They might
46 look at the code, to see if it needs any amendment. They
47 might look at comments which come from pressure groups or
48 other commentators who have opinions on the subject. They
49 discuss whatever has arisen, either from outside or from
50 their own ideas, since the meeting, since the previous
51 meeting.
52
53 Q. Why should they look at the code's reamendment, if it is
54 not a matter of concern?
55 A. Because the code is a constantly evolving thing. The
56 codes are there to reflect what a majority of people
57 consider to be desirable. As I was saying in one
58 particular context a few moments ago, opinions change, the
59 circumstances change, and so the question, "Should we
60 modify the wording of any particular section" does come up
