Day 055 - 25 Nov 94 - Page 21

     
     1   MR. JUSTICE BELL:   I understand that, but I think what is
     2        suggested to you is that since that is not a balanced meal,
     3        it could not be advertised at all; do you see?
     4
     5   MS. STEEL:  No, I was not suggesting that.
     6
     7   MR. JUSTICE BELL:  You were not?  Very well.
     8
     9   MR. MORRIS:  If we move to page 11.  I think we can miss that
    10        one out, really.  The time for transmission -----
    11
    12   MR. JUSTICE BELL:  That is the bottom of page 11.
    13
    14   MR. MORRIS:  Yes.  There is a suggestion -- could you just
    15        explain the times of transmission?
    16        A.  Yes.
    17
    18   Q.   The background.
    19        A.  Yes.  The background to this is the concern of wanting
    20        to look at the cumulative effect of advertising, the total
         effect, not just the effect of individual advertisements,
    22        particularly the concern that the current nature and extent
    23        of advertising to children presents a picture of
    24        predominantly fatty and sugary foods, and the concerns that
    25        this raises for children's nutrition.
    26
    27        After much discussion on this subject as to how to redress
    28        this balance, the NFA made the recommendation that the
    29        advertisement of fatty and sugary foods should not be
    30        transmitted at times when large numbers of children are
    31        likely to be viewing.
    32
    33   Q.   That is amendment 2.7 on page 12?
    34        A.  Yes.
    35
    36   Q.   Would you like to go to the rationale, additional
    37        rationale?
    38        A.  Yes.  Existing Rule 9 already states that
    39        advertisements for alcoholic drinks, liqueur chocolates,
    40        and the other products that are listed there -- I do not
         know if you need me to read them?
    42
    43   Q.   No.
    44        A.  -- should not be transmitted during children's
    45        programmes.
    46
    47   Q.   So, in fact, there are already restrictions to protect
    48        children's health?
    49        A.  Yes, there are.  Scheduling restrictions is something
    50        that is used by the ITC to protect children from certain 
    51        types of advertisements. 
    52 
    53        So, the proposed rule is seeking to extend those scheduling
    54        restrictions to advertisements for certain foods for which
    55        a limited level of consumption is also recommended.
    56
    57   MR. JUSTICE BELL:  That would or might be argued to prevent
    58        McDonald's from transmitting children's ads?
    59        A.  Yes.
    60