Day 002 - 29 Jun 94 - Page 04
1 MISS STEEL: B. Then you want page 131.
2 MR. JUSTICE BELL: 6B.
3 MISS STEEL: Document 7. Page 131.
4 MR. JUSTICE BELL: Yes.
5 MISS STEEL: The letter is dated 24th April 1987. The first
two paragraphs say: "The attorneys general of Texas,
6 California and New York have concluded our joint review of
McDonald's recent advertising campaign, which said that
7 McDonald's food is nutritious. Our mutual conclusion is
that this advertising campaign is deceptive. We therefore
8 request that McDonald's immediately cease and desist
further use of this advertising campaign.
The reason for this is simple. McDonald's food is, as a
10 whole, not nutritious. The intent and result of the
current campaign is to deceive customers into believing
11 the opposite. Fast food customers often choose to go to
McDonald's because it is inexpensive and convenient. They
12 should not be fooled into eating there because you have
told them that it is also nutritious".
As you will hear from the former assistant State Attorney
14 General of Texas giving evidence on behalf of the
defendants, in the face of their threat McDonald's
15 withdrew their advertisement thereby effectively
recognising that they did not have a leg to stand on.
In this case McDonald's have asserted that they did not
17 withdraw the adverts. They did not intend to deceive the
public. As a result of their assertion we asked the
18 plaintiffs for the documents relating to the intentions of
their advertising campaign. They were strangely not
19 forthcoming. The ones that we were given following an
order by the court had very large chunks blanked out.
20 That was the document I was referring to.
21 If their document and other documents were at all helpful
to McDonald's case, I am sure they would have disclosed
22 the whole of them. We are saying that they have engaged
in a massive cover-up, and that this is not surprising
23 since they have a lot they want to keep hidden.
24 I now want briefly to go into the issue of publication.
25 MR. JUSTICE BELL: Yes.
26 MISS STEEL: And to explain some of our case. Interestingly,
McDonald's state they were aware of this fact sheet, the
27 "What is wrong with McDonald's" fact sheet, for several
years before they began their action. The question has to
28 be asked, "Why?" -- that is, why did they take so long to
begin their action? We consider that the answer is
29 obvious. Following the criticisms made in the leaflet and
similar criticisms elsewhere, McDonald's took steps to
30 polish up their image.