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
    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.