Day 055 - 25 Nov 94 - Page 22

     
     1   MR. MORRIS:  Unless they can show they are foods which are ---
     2        A.  Yes.
     3
     4   Q.   -- categorised as fatty?
     5        A.  Yes.
     6
     7   Q.   Page 13.
     8        A.  These are the next set of amendments which look at some
     9        of the techniques, refer to techniques that are used in
    10        relation to advertising of foods to children.  Do you want
    11        me to go through them in detail?
    12
    13   Q.   I think it is worth reading out the amendments, proposed
    14        amendments.
    15        A.  Proposed amendment 2.8 is that:  "Advertisements of
    16        fatty sugary foods which use techniques that are likely to
    17        appeal particularly to children, such as cartoons, toys or
    18        characters of special interest to children, must not be
    19        transmitted when large numbers of children are likely to be
    20        viewing."
    21
    22   Q.   Would that apply to all the McDonald's ads you have seen so
    23        far on video, as far as you can remember?
    24        A.  As far as I can remember, most of the advertisements to
    25        children would fall within this category.
    26
    27   Q.   What about ----
    28        A.  This is an extension of existing Rule 9(b), which
    29        states: "Advertisements for medicines or vitamins or other
    30        dietary supplements which use techniques that are likely to
    31        appeal particularly to children, such as cartoons, toys or
    32        characters of special interest to children, would be
    33        acceptable only after 9 p.m."
    34
    35   Q.   So, really, that logically follows from the previous
    36        proposed amendment?
    37        A.  Yes.
    38
    39   Q.   Do you want to go to the following?
    40        A.  Proposed amendment 2.9 states: "Advertisements in which
         personalities or other characters, including puppets etc.
    42        who appear regularly on television" -----
    43
    44   Q.   Can I just interrupt you, because that does not apply to
    45        McDonald's advertisements?
    46        A.  No.
    47
    48   MR. JUSTICE BELL:  No, it is not aimed at someone like
    49        ronald mcdonald who only appears regularly on television,
    50        because he is in an ad in the first place. 
    51 
    52   MR. MORRIS:  OK.  We can leave that one out, then. 
    53        Amendment 2.10?
    54        A.  Yes.  This proposal recommends that: "Children must not
    55        be seen or heard in an advertisement for fatty or sugary
    56        foods when large numbers of children are likely to be
    57        viewing."
    58
    59   Q.   Is that what you said about France, where this was actually
    60        banned in France, until quite recently?