Day 050 - 10 Nov 94 - Page 32

     
     1   Q.   Then it says:  "Advertisements should not attempt to sell
     2        products to children by appealing to emotions such as pity,
     3        fear, loyalty, self-confidence etc."
     4
     5        Again, is that just a direct appeal, or does that include
     6        indirect appeal?
     7        A.  That would include indirect.
     8
     9   Q.   I think I have two more points.  You said you have been
    10        involved with the international body.  Can you just say
    11        again what that body is called?
    12        A.  That is the World Federation of Advertisers.
    13
    14   Q.   How long have you been involved with that body?
    15        A.  For 15 years.
    16
    17   Q.   Are you aware of the kind of complaints that people get in
    18        different countries?
    19        A.  Broadly, yes.
    20
    Q.   Do you hear examples, specific examples, from time to time?
    22        A.  Occasionally only.  I do not go into the details of
    23        what happens in France or Switzerland, but I would be aware
    24        of the broad trends; we keep each other informed.
    25
    26   Q.   Are you aware that there are differences in guidelines in
    27        different countries?
    28        A.  Indeed.
    29
    30   Q.   I am just going to ask you if you have heard of any of the
    31        following specific complaints; and I may ask you if you are
    32        aware of different guidelines in that particular country.
    33
    34        In 1989, have you heard of the fact that McDonald's was
    35        asked to give the Australian Trades Practices Commission an
    36        undertaking not to reuse advertisements which have
    37        incorrectly stated their packaging, maybe HCFCs, was ozone
    38        friendly.  Had you heard of that?
    39        A.  I was not aware of that.
    40
    Q.   Have you heard about an advert being banned in Finland in
    42        April 1990, a McDonald's advert, where it was claimed that
    43        McDonald's had been exploiting the loneliness of a child in
    44        its adverts?
    45        A.  No, I had not heard that.
    46
    47   Q.   Are you aware that that is a guideline in Finland or in
    48        other countries?
    49        A.  A specific reference to loneliness?
    50 
    51   Q.   Yes. 
    52        A.  No.  I was not aware of that. 
    53
    54   Q.   Are you aware of something like that, then, relevant to
    55        Finland?
    56        A.  I think that most codes or rules on advertising, as the
    57        one you have just referred to a moment ago, cover appeals
    58        to emotions; and I think that, while loneliness may not be
    59        specified, I think it would be the kind of appeal to
    60        emotion which would be picked up in other countries.  Some