Day 055 - 25 Nov 94 - Page 19

     
     1
     2   Q.   I believe that is the six food groups, is it?
     3        A.  Five.
     4
     5   Q.   Five food groups?
     6        A.  Yes: fatty and sugary foods, fruit and vegetables,
     7        bread and other cereals, as well as the meat and meat
     8        alternatives, and dairy section.  They are the five food
     9        groups.  The relative proportions of those that make up a
    10        balanced diet are shown in that guide.
    11
    12   MR. MORRIS:   I think we have seen that in the evidence.
    13        I cannot remember exactly where we saw it.  There was a
    14        chart of food groups that we looked at a few weeks back.
    15
    16   MR. JUSTICE BELL:  Yes.  Do you want to read on over the page,
    17        because it is all part of the new proposed Rule, is it not?
    18        A.  Yes.  The amendment to rule 11(b) is to tighten up the
    19        definition of "foods".
    20
    Q.   No, I am sorry.  Maybe you have read it, but at the very
    22        top of page 10:  "Advertisements must not discourage the
    23        consumption of fruit and vegetables or bread, other cereals
    24        and potatoes"?
    25        A.  Yes.
    26
    27   Q.   Just for completeness.  Then Rule 11(b) we have gone to?
    28        A.  The proposal here was to tighten up on the wording of
    29        those foods which have implications for dental hygiene.
    30
    31   Q.   Then 11(c), again, fatty and sugary foods?
    32        A.  Yes.
    33
    34   Q.   Can you help me -- let me just ask so I understand -- going
    35        back to the bottom of page 9, what did you have in mind
    36        with "excessive consumption"?
    37        A.  Excessive consumption in relation to recommended
    38        amounts.  So, for example, the National Selection Guide
    39        does recommended that fatty and sugary foods make up a
    40        small proportion of the balanced diet; therefore,
         "excessive" would be measured as against those
    42        recommendations.
    43
    44   Q.   But it would not stop advertising a beefburger which
    45        happened to have more than so many per cent of calories as
    46        fat, then?
    47        A.  Not unless it was deemed to be portraying excessive
    48        consumption of that particular food.
    49
    50   MR. MORRIS:  Could we come to 11(c).  If a company wanted to 
    51        advertise a fatty and sugary meal, a meal considered to be 
    52        high in fat and sugar, would that proposal rule out that 
    53        advert?
    54        A.  Not in this particular context.  This one is saying
    55        that it must not suggest that products may be substituted
    56        for a balanced meal.  It would -----
    57
    58   Q.   So if the company argued that that was a balanced meal,
    59        then that would not be allowed, if a meal was high in fat
    60        and sugar?