Day 055 - 25 Nov 94 - Page 39
1 have done it, in fact -- ask Ms. Dibb if, in her view, the
2 NFA summary is an accurate summary of the contents of the
3 survey.
4
5 MR. MORRIS: Yes.
6
7 MR. JUSTICE BELL: Then if Mr. Rampton chooses to cross-examine
8 about it, he will, using the full survey, if he wants, or
9 any party can comment on it in due course in the future.
10
11 MR. MORRIS: OK. If we go back to your summary of the survey.
12
13 MR. JUSTICE BELL: As far as I am concerned, unless someone
14 takes a point, the MORI survey will now fall into the same
15 category as all the other surveys which, out of convenience
16 as much as anything else, it seems that all parties are
17 prepared to accept on their face, subject to any comment
18 about the methodology and the samples which were used, and
19 so on.
20
21 MR. MORRIS (To the witness): So, just on this survey, can you
22 just take us through, very briefly -- I do not think you
23 have to go into detail, because it has been gone into by
24 Mr. Miles, although his conclusion may be slightly
25 different from yours -- but will you just take us through
26 the responses to those questions and the conclusions that
27 you have drawn?
28
29 MR. RAMPTON: My Lord, I am wondering about the value of that.
30 In a sense, if all that Ms. Dibb is going to do is to read
31 out what is written there, it does not actually advance the
32 matter very far. I do not mind; it is only a question of
33 time, really.
34
35 MR. JUSTICE BELL: Might I suggest this: just ask Ms. Dibb if
36 there is any particular point which she would draw from the
37 survey as a whole. She does not have to repeat what is in
38 her summary; she does not have to repeat what is in the
39 survey. All I want is a pointer at what she sees as being
40 particularly significant, if anything.
41
42 MR. MORRIS: Can you just do that, rather than going through the
43 whole survey?
44 A. Yes. I think the point that most clearly comes out of
45 this opinion survey is that parents do have strong views
46 about food advertising in their children's diet, and they
47 do consider that -- or, rather, three-quarters of the
48 parents do not believe that current patterns of food
49 advertising encourage children to eat a healthy, balanced
50 diet. Nearly two-thirds, and that is particularly mothers,
51 would like to see tougher restrictions on the advertising
52 of food and soft drinks to children.
53
54 Q. Any other points you want to make about the survey?
55 A. I think it confirms the existence of pester power,
56 which has been talked about yesterday, with the result
57 that, in this particular survey, 46 per cent of parents of
58 children aged five and over admitted that they gave in to
59 buying advertised foods that they would not otherwise buy,
60 as a result of that pester power.
