Day 055 - 25 Nov 94 - Page 13
1 A. But I think it is important that they are seen in
2 context with each other.
3
4 MR. JUSTICE BELL: Just listen to Mr. Morris.
5
6 MR. MORRIS: Before we leave Advertisers' Dream (because in some
7 ways that predates all this current debate), the
8 recommendations of that pamphlet, put forward by the
9 National Food Alliance and those organisations that agreed
10 with those recommendations, are set out on page 3. Do you
11 want to just very quickly pick out or summarise what you
12 feel the most relevant recommendations would be?
13 A. I think they are all relevant to this issue.
14
15 MR. JUSTICE BELL: We are on regulatory bodies at the moment,
16 are we not; we are on the ITC? That is the topic you are
17 concerning yourself with?
18 A. Yes.
19
20 Q. And its Code, or what its Code should contain. So it is 3
21 and 4, is it not?
22 A. And ---
23
24 Q. 2 and 3, rather?
25 A. -- and 2 and 3 are specifically addressed to the
26 advertising regulatory bodies. Recommendation 1 is
27 directed to the Nutrition Task Force, but to request that
28 the Nutrition Task Force use its influence with regulatory
29 bodies to develop new practices and procedures from more
30 responsible food advertising, particularly to children.
31
32 MR. JUSTICE BELL: I have read them all.
33
34 MR. MORRIS: Have you mentioned point 5 as well, and procedures
35 as well relate to the regulatory bodies, yes?
36 A. Yes. Points 5 and 6 relate to the structure of the
37 regulatory bodies. This calls for them to be reconstituted
38 to give greater weight to public interest and consumer
39 protection. Point 6 relates to appropriate medical and
40 health advisors to those bodies.
41
42 Q. Is that a criticism of the present set-up?
43 A. Yes. It is a criticism that is included in the report
44 here, and it is also a criticism that the Health Education
45 Authority, independently, has raised.
46
47 Q. So, in summary, are you saying that, as presently
48 constituted, they are not generally representative of
49 public interest?
50 A. I think the regulatory bodies are in the position of
51 having to balance various interests. I believe that they
52 should primarily be public interest bodies. There are
53 distinctions to be drawn between the ITC and the ASA,
54 particularly in the case of the ASA, which its code is
55 drawn up by the industry itself.
56
57 Q. The ASA codes are drawn up by -----
58 A. There are grounds for -----
59
60 Q. Sorry, what is the body that draws up the ASA code?
