Day 065 - 09 Dec 94 - Page 28

     
     1        decision of having to have a choice between programmes for
     2        their children and the advertising that goes with it.  It
     3        is not necessarily a very equitable or fair choice they
     4        might have to make.
     5
     6   Q.   In your submission to the ITC and the ASA, that part of it
     7        which -- there is no need to get the document out because
     8        if I misread it you will correct me from memory, I am
     9        sure -- that part that was submitted to ITC you proposed an
    10        amendment to rule 9 of the ITC guidelines to read as
    11        follows: "Advertisements for 'Fatty and sugary foods' must
    12        not be transmitted at times when large numbers of children
    13        are likely to be viewing", did you not?
    14        A.  That is one of a large number of recommendations that
    15        were put forward.  Several of which ---
    16
    17   Q.   I am very conscious -----
    18        A.  -- I have to say, the ITC are now proposing to amend
    19        into their existing codes.
    20
    Q.   We have looked at all that.  I am not going to refer back
    22        to it.  Does it mean what it says, or not:  "Advertisements
    23        for 'fatty and sugary foods' must not be transmitted at
    24        times when large numbers of children are likely to be
    25        viewing"?
    26        A.  This is a proposed amendment that the National Food
    27        Alliance -----
    28
    29   Q.   I know.  This is what you would like to see included in the
    30        guidelines, is it not?
    31        A.  Perhaps if I can put it in the context?  I think
    32        I explained some of this previously.  The National Food
    33        Alliance would like to see advertising messages to children
    34        give a much more balanced nutritional message.  There are
    35        different ways in which that can be achieved.  At present,
    36        there is very little dispute that there is a dominance of
    37        advertising to foods for children which are high in fats
    38        and sugars.
    39
    40        Therefore, in order to make that, in order for that to
         present a more balanced nutritional message, there are two
    42        ways of going about it:  You either try and up the amount
    43        of advertising for foods that we are being encouraged to
    44        eat more of, or you try and reduce the amount of
    45        advertising for those foods which the National Food Guide,
    46        which is where the definition of fatty and sugary foods
    47        comes, recommend should be eaten less frequently.  This is
    48        the context and the context is very important.
    49
    50   MR. JUSTICE BELL:  So the answer to Mr. Rampton's question is 
    51        "yes", is it? 
    52        A.  Yes, but I would like it presented in the context in 
    53        which it was proposed; so, not in any way to give a
    54        misleading impression of that.
    55
    56   Q.   We have a heard a lot on that point.
    57
    58   MR. RAMPTON:  One thing about your last answer -- I cannot
    59        recall the whole of it to mind -- you said you would like
    60        to up, or one alternative would be to try to up the amount