Day 055 - 25 Nov 94 - Page 25
1 fact, it is an area which the Nutrition Task Force is
2 addressing in wanting to set standards. But I certainly
3 feel that material such as that should fall and should be
4 covered by rules and guidelines which are administered by a
5 regulatory body.
6
7 Q. What about McDonald's nutrition guides or others of that
8 type of material; how does that fit in or not?
9 A. I think that a lot of that material is used in a
10 promotional way and, therefore, it should be covered by
11 regulations on sales promotional materials. Whether it is,
12 whether the ASA does deal with that, I do not know, but my
13 strong view is that it should and, therefore, any claims
14 that maybe considered to be misleading or inaccurate, the
15 public consumers should be able to complain to a recognised
16 regulatory body.
17
18 MR. MORRIS: OK. Could we possibly have a five-minute break?
19
20 MR. JUSTICE BELL: Yes. We will have it now.
21
22 (Short Adjournment)
23
24 MR. MORRIS: If we can turn to the proposed amendments from the
25 ITC which should be behind "Kenneth Miles"; do you have
26 them anyway, your own set?
27 A. I have my own copy, yes.
28
29 Q. It is behind Ken Miles' statement, I believe. There is a
30 little bit of confusion about the order of sheets of
31 paper. There are various letters, but the first sheet
32 I want to look at is the cover letter dated 10th October.
33 Do you have that cover letter?
34 A. Yes.
35
36 Q. "To individual organizations on the enclosed list", "ITC
37 Code of Advertising Standards and Practice, Consultation on
38 rules governing food advertising"; yes? It is a two-page
39 letter from Frank Willis.
40
41 If I can just refer to a couple of relevant bits, just in
42 the middle sentence of the first paragraph, it is talking
43 about bringing health and advertising issues together in
44 the guidelines; is that correct?
45 A. Is it the sentence -----
46
47 Q. It starts: "This also provides an opportunity to place the
48 issues within a wider public policy context....."
49 A. Yes. Then it goes on to say: "... which we think will
50 be helpful in reminding all those concerned with the
51 preparation and clearance of advertising of increasing
52 public expectations that advertising in this sector should
53 pay responsible regard to health implications."
54
55 Q. Would you agree with that sentence?
56 A. Very much so. I think this is an important step
57 forward in the regulation of advertising in relation to
58 food.
59
60 Q. Are there increasing public expectations that advertising
