Day 047 - 07 Nov 94 - Page 37

     
     1        Advertising Advisory Committee which includes consumer
     2        advertising and medical representatives.  The AAC has been
     3        giving careful consideration to the issues shown in food
     4        advertising for over a year."
     5
     6        These proposals -- it is not that someone has dreamed them
     7        up off the top of their heads; it is something after a
     8        year's thought?
     9        A.  Indeed.
    10
    11   MR. MORRIS:  Then there is a very interesting paragraph:  "There
    12        seems to be"----
    13
    14   MR. RAMPTON:  My Lord, might we have the whole of this?
    15
    16   MR. MORRIS:  Yes.  I will just read it out, then.
    17
    18   MR. JUSTICE BELL:  Just read it steadily.
    19
    20   MR. MORRIS: "During this period" -- that is the last year
         -- "the ITC has received representations advocating
    22        various measures amounting to a prohibition of any
    23        advertising addressed to children for food products judged
    24        likely to contribute to excess intake of fats and sugars.
    25        Those advocating such restrictions argue that television
    26        advertising for such products is likely to be an important
    27        reason why average consumption of fats and sugars is higher
    28        than desirable in relation to dietary targets set by the
    29        government.  This theory is strongly contested by the
    30        advertising and food manufacturing industries.  They argue
    31        that balance of reputable research in this area indicates
    32        that, whereas advertising undoubtedly does influence
    33        consumer selection of brands, its cumulative influence on
    34        food type preferences is likely to be relatively
    35        insignificant in comparison with other factors inputs in
    36        food choice."
    37             Now, presumably, the second part which is put forward
    38        by the advertising and food manufacturing industries, is
    39        that the part of this equation that you are on; is that the
    40        side they you are on?
         A.  I hope I am on the side of broad truth.  But, yes, I
    42        certainly would associate myself with the second half of
    43        that paragraph.
    44
    45   Q.   But is this recognising that there seem to be two main
    46        camps in the improvement or development of guidelines for
    47        advertisers on this subject?
    48        A.  I think the way you put it implies parity between two
    49        camps, as you put it, which I do not believe to be the
    50        case.  This paragraph is very carefully phrased, as all ITC 
    51        documents are.  It is very neutral in the way it puts 
    52        forward these points of view.  It says:  we have received 
    53        these representations.  This is the sort of thing they
    54        request, namely, restrictions.  But they then go on to say
    55        that a lot of other people do not accept those arguments.
    56        So I am not sure that "two camps" is exactly the right
    57        phrase.
    58
    59   MR. JUSTICE BELL: I have read what follows over the page, as
    60        well:  "There is going to be further research under the