Day 037 - 14 Oct 94 - Page 43
1
2 The point I am making with this document -- I am not
3 really going to ask you, Mr. Cox -- is this document
4 refers to "Good Food, Nutrition & McDonald's" which
5 actually does refer to the links between diet and diseases
6 including cancer, but it specifies that facts are
7 available on request from the office in contrast to the
8 one before, which is specified as being "available free in
9 all 165 of our restaurants"?
10 A. Yes.
11
12 Q. Just one question to you -- just to say that the one which
13 we looked at in detail before ---
14 A. Yes.
15
16 Q. -- was the one, was it not, which you felt was?
17 A. Deceptive.
18
19 Q. "Deceptive", in your words; the second one (which we have
20 not looked at and I do not intend to look at) is the one
21 we have looked at many times in this case before, which
22 includes the links between diet and various diseases. Do
23 you want to draw any conclusion from the fact that that
24 was available from the head office; whereas the first one
25 was the one in the stores for customers?
26 A. It is significant that the one that is available for
27 the average person in the street does not mention
28 saturated fat, for example. The other one, "Good Food,
29 Nutrition & McDonald's", I understand does.
30
31 Q. The point I am making is about the links, specifying the
32 link, between diet and diseases, including cancers?
33 A. I think it is a question of tailoring your message to
34 your market. If the other one was available largely to,
35 shall we say, health professionals who would be expected
36 to have a greater degree knowledge of this subject, you
37 cannot get away with omitting something as important as
38 saturated fat. So, you have to show more of the picture.
39 If you are delivering a leaflet to the average population
40 who might be expected to be interested in healthy eating,
41 but nevertheless not have the same sort indepth knowledge,
42 then you can probably get away with a lot more.
43
44 Q. I think there is a little bit of confusion over exactly
45 what I am asking, but with some guidance maybe from
46 Mr. Justice Bell maybe the court could draw a conclusion.
47
48 MR. JUSTICE BELL: Yes.
49
50 MR. MORRIS: It is unfair on the witness because he had not
51 actually seen the other pamphlets.
52
53 MR. JUSTICE BELL: No, refer me to this and ask me to draw any
54 conclusion which you think it is reasonable to draw from
55 this wording.
56
57 MR. MORRIS: Yes. (To the witness): You can put that file away
58 now, Mr. Cox. I am trying to move through a bit quicker
59 than before. On your page 7 of your statement, you say:
60 "The latter comment", this is in the Plaintiff's
