Day 055 - 25 Nov 94 - Page 41
1
2 Q. Do you have it?
3 A. -- prepared enough to know that I was going to wish to
4 refer to that, when I was preparing in advance.
5
6 Q. Is it in the possession of the NFA?
7 A. I am sure it could be obtained, if so required.
8
9 MR. JUSTICE BELL: Let us leave it there for the moment. If you
10 can make sure and do your best to get a copy in the hands
11 of Ms. Steel or Mr. Morris, they can then show it to
12 Mrs. Brinley-Codd, and it will either resurface when people
13 are addressing me at the end of the case or it will not.
14
15 MR. MORRIS: Just moving on from that whole subject, I have
16 about eight more questions, in no particular order.
17
18 Mr. Miles referred to an advert which promoted milk, with
19 some famous footballer drinking milk, and said that the
20 consumption of milk amongst children who saw that advert
21 increased significantly in the weeks following the advert.
22 What conclusion would you draw from that?
23 A. Yes. I have also -- whether that particular
24 advertisement or other advertisements on milk -- heard
25 evidence and seen advertisements that the makers of those
26 advertisements have said have increased milk consumption
27 amongst children; and milk consumption amongst children is
28 generally considered to be a good thing.
29
30 I think it shows the power that advertising does have to
31 influence dietary choices and the powers that it has, also,
32 to influence what may be considered to be positive dietary
33 choices -- one use of advertising that the National Food
34 Alliance and I would seek to encourage.
35
36 MR. JUSTICE BELL: My reaction to that -- and tell me if you
37 think it might be right -- is, lots of parents try to
38 persuade their children to drink milk, with limited
39 success. If you add the advertising to parents'
40 persuasion, then there is a better chance of success?
41 A. Certainly.
42
43 Q. Might that be right?
44 A. Certainly, I think that influences that work together
45 are much more likely to be effective than influences that
46 may be in conflict with other messages.
47
48 MR. MORRIS: Something else that has come up in evidence,
49 I believe, was the implication that giving toys with food
50 or presenting food as a fun experience can help with
51 children who have eating difficulties. Would you like to
52 comment about that?
53 A. I think that if a child has eating difficulties, the
54 child needs medical help and proper help in order to
55 overcome those difficulties. I have visited such a unit in
56 Great Ormond Street and seen the work they do, and it does
57 not involve aspects that might be considered related to the
58 "McDonald's experience".
59
60 I think, in fact, whilst it is important that food is a
