Day 048 - 08 Nov 94 - Page 32

     
     1
     2   Q.   Is it clear, then, that the ITC consider that advertisers
     3        have a responsibility, in the light of the Health of the
     4        Nation, to try and improve the health of the nation,
     5        basically?
     6        A.  I agree with what it says here, basically, which is
     7        that competitive product advertising cannot be expected to
     8        act as some kind of educational role there, but that we
     9        should not do anything misleading or untoward to positively
    10        act against a balanced diet and, therefore, the health of
    11        the nation.
    12
    13   Q.   What, by setting bad example, particularly to children, for
    14        example?
    15        A.  Yes.
    16
    17   Q.   It does not say it cannot perform any educational role; it
    18        says it cannot perform the same role as education and
    19        public information; is that correct?
    20        A.  That is correct; it cannot.
    21
    22   Q.   Then it makes various recommendations, which we will not go
    23        into in detail, but not encouraging excessive consumption
    24        of any foods.  Well, you have seen this before.  If you
    25        look at point (e) -- some of these are new points, are they
    26        not, from the original code?
    27        A.  I believe so.
    28
    29   Q.   Some of them are developments of a particular point already
    30        existing; yes?
    31        A.  I believe so.
    32
    33   MR. MORRIS:  I mean, for example, point (c) on page 2 says:
    34        "Advertisements directed at children must pay particular
    35        regard to considerations of dental hygiene."  Specifically,
    36        that is the same as now -- sorry.  "They must not encourage
    37        children to"----
    38
    39   MR. JUSTICE BELL:  What point are you seeking to make with
    40        Mr. Hawkes on this?
    41
    42   MR. MORRIS:  What I am saying is the ITC have considered --
    43        apparently, this has been developed over the last year,
    44        these proposals -- they have considered that there should
    45        be some fairly substantial changes to the Health and
    46        Hygiene section of the ITC Code, yes; they consider that,
    47        ITC consider that?
    48        A.  I cannot comment on that.
    49
    50   Q.   It is going to affect you, is it not? 
    51 
    52   MR. JUSTICE BELL:  You said you have seen it.  Have you actually 
    53        read it through before, or read any of it?
    54        A.  I have read this.  I have not read the original
    55        ITC Code, so I am not sure how vast the changes are.  Some
    56        of the -- in this current code, I suspect, looking at the
    57        type of advertising that we do, it will change very little
    58        our practices.
    59
    60   MR. MORRIS:  It you look at point (e) -- and I understand this