Day 055 - 25 Nov 94 - Page 35

     
     1   MS. STEEL:   I think it should be remembered, though, that this
     2        is not just a National Food Alliance document; it was
     3        approved by MORI; they did consider that it was an accurate
     4        reflection of what the survey was.
     5
     6   MR. JUSTICE BELL:  It does not matter.  We are going to look at
     7        the survey and actually see for ourselves.
     8
     9   MS. STEEL:  I am not saying we should not look at the survey.
    10        I am just saying that there was some kind of insinuation
    11        that this was of no value.  If they have actually said that
    12        they think it is an accurate reflection, then -----
    13
    14   MR. RAMPTON:  It is purely a question of evidence.
    15
    16   MR. JUSTICE BELL:  It was not the insinuation.  The insinuation
    17        is that, since we have actually got the survey itself, it
    18        is better to look at that than your interpretation of the
    19        survey.
    20
    MR. MORRIS:  We could break off now, but maybe we could just
    22        deal with another matter first and just get it out of the
    23        way.  It is related to this.
    24
    25   MR. JUSTICE BELL:  Is it short?
    26
    27   MR. MORRIS:  Yes, it is short.
    28
    29   MR. JUSTICE BELL:  Yes.  Deal with that then.
    30
    31   MR. MORRIS:  Obviously, we want to save as much time as
    32        possible.
    33
    34        Mr. Rampton served a couple of papers.  The ASA Research
    35        Report was one of them.  I do not know where these have
    36        been put, by the way, because my files  -----
    37
    38   MR. JUSTICE BELL:  They have not been put anywhere yet, because
    39        Mr. Rampton was going to make a suggestion in due course,
    40        or rather I invited him to, as to where they should go in
         the bundles.
    42
    43   MR. MORRIS:  OK.  (To the witness)  Did you have any comments to
    44        make on the ASA Research Report?
    45        A.  Yes, in relation to monitoring.  Sorry.  The survey
    46        that the ASA undertook was looking at nutrition claims in
    47        advertisements.  On page 14, it presents a table which says
    48        "the acceptability of advertisements with nutritional
    49        claims".  On page 19 in the summary, it gives a percentage
    50        breakdown of that.  It says that 89 per cent complied with 
    51        the Code, and the ASA's interpretation is that "the 
    52        majority of food and drink manufacturers take seriously 
    53        their responsibilities under the British Code of
    54        Advertising Practice".
    55
    56        I find it rather complacent of the ASA not to feel
    57        concerned, to the extent that 11 per cent, in their
    58        opinion, did not meet the same level of compliance as the
    59        89 per cent.  I consider that to be rather high.
    60