Day 047 - 07 Nov 94 - Page 56

     
     1        McDonalds had been in breach of parts of paragraph one you
     2        have referred to, or paragraph six, you must have in mind
     3        some example of that breach, and if you have in mind some
     4        example of that breach, why do you not put it to Mr. Miles
     5        and ask him whether that is not in breach of the injunction
     6        in item one and in item six.
     7
     8   MS. STEEL: I think we would come on to that. At the moment we
     9        are trying to establish what the guidelines actually mean.
    10
    11   MR. JUSTICE BELL: Well, quite frankly I think we would get there
    12        a lot quicker if you actually put what you are complaining
    13        of. I mean Mr. Miles obviously, I do not mean to be
    14        disrespectful Mr. Miles, but it sounds like you do not
    15        really know and I find it difficult to imagine, although I
    16        am obviously no expert in the field?
    17        A.  I am entirely happy to accept what you have said.
    18
    19   MR. JUSTICE BELL: If someone put to you an example which was in
    20        breach of the rule, you might be able to offer a view on it
         in your experience?
    22        A.  Yes.
    23
    24   MR. MORRIS: Would it be irresponsible for an advertiser to
    25        generate such a loyalty in children that they would - well,
    26        it is linked up with pester power and all the other things
    27        really --  is that would it undermine the parents, the
    28        loyalty of the child to the parents. Would that be
    29        something which that might include a concern about, that a
    30        particular advertising campaign or particular advert was
    31        undermining family or community loyalty and generating a
    32        loyalty in the child that was possibly harmful, something
    33        like that?
    34        A.  Yes, I think if it undermined loyalty to parents, I am
    35        not sure loyalty would be the word I would choose. If it
    36        undermined loyalty to the parents, yes I think that
    37        certainly it would be something to take seriously.
    38
    39   Q.   Well, if we look at McDonalds operations manual, if you
    40        want to look at it yourself, but I can quote from it, it
         has been gone over any number of times in the court, it
    42        says "Children are often the key decision makers concerning
    43        where the family goes to eat" is that something you would
    44        accept?
    45        A.  Yes.
    46
    47   Q.   I think that is accepted. And this is just a message for
    48        all managers. This is not specifically on tv advertising,
    49        it says "When it comes to your McDonalds offering free
    50        drinks for children is one of the best things you can do to 
    51        make them loyal supporters of your restaurant" this is 
    52        where loyalty it coming in. Do you see any problems with 
    53        that at this stage?
    54        A.  No, not at that stage.
    55
    56   MR. JUSTICE BELL: Which page was that that you have just read
    57        from?
    58
    59   MR. MORRIS: Sorry, that was page 149, the front page but on page
    60        154 again they talk about loyalty, "Ronald is a strong