Day 047 - 07 Nov 94 - Page 39

     
     1        together in one section which did not previously exist all
     2        the relevant remarks about food advertising, including some
     3        new ones.  But that does not mean that they were
     4        dissatisfied with the code as it stands today.  They have
     5        been working to it for a long time.  They are working to it
     6        today.  They will go on working to it until any revision is
     7        agreed, which may be some time next year.  So I do not
     8        think it would be accurate to say they are dissatisfied
     9        with the present code.
    10
    11   Q.   Someone could conclude that they were dissatisfied with the
    12        code, if they were amending it?
    13        A.  Let us say they see room for improvement.
    14
    15   Q.   Some of those amendments that have been made, there have
    16        been organisations, have there not, public organisations,
    17        that have actually been pressing for amendments like that?
    18        A.  Yes.
    19
    20   Q.   But not the ISBA, of course?
         A.  That's correct.
    22
    23   MR. MORRIS:   Just hold on one second, while we collect our
    24        thoughts.  I think we have finished.
    25
    26   MR. JUSTICE BELL:  Sit down for a moment.  Take a seat,
    27        Mr. Miles. (Pause)
    28
    29   MS. STEEL: Why is explicit pester power not allowed in
    30        advertisements?
    31        A.  Well, these are your words, not mine.  I do not think
    32        there is any reference in the codes to pester power.
    33
    34   Q.   Okay.  I thought you said that advertisements were not
    35        allowed to show children pestering their parents or
    36        something like that?  I cannot remember the exact words.
    37        A.  If you look at the codes, appendix 1 -- I am sorry.  I
    38        will not refer to the individual wording; it will take me
    39        too long to find it.  But it is generally considered that
    40        it is bad behaviour for children to nag their parents and
         for advertisers to encourage children to nag their parents;
    42        and that is implicit in, or specified in, the various codes
    43        in this country and in most other countries.  As I said, I
    44        do not think the words "pester power" appear, but the
    45        concept certainly does.
    46
    47   Q.   Whatever it is called, it is generally thought that it is
    48        not particularly pleasant for parents to be nagged by their
    49        children into buying something?
    50        A.  That is right.  That is one example of many -- if I may 
    51        comment -- where the standards for advertisements are much 
    52        higher than the standards for TV programmes or editorials 
    53        or other non-advertising text.  It is considered acceptable
    54        for other people to say to children ", Go and tell your
    55        parents so and so", but it is not considered acceptable for
    56        advertisements.  We have very high standards in
    57        advertising.
    58
    59   Q.   The effect of advertisements, though, is, is it not, that
    60        children do nag their parents?