Day 037 - 14 Oct 94 - Page 56
1 ought not to mislead the public?
2 A. This is separate from McDonald's, I take it, is it?
3
4 Q. As a general proposition, do you agree that somebody who
5 presents themselves to the public, particularly if they do
6 it for money, as somebody advising the public what is good
7 for them to eat ought not to mislead the public?
8 A. Well, I am certainly against misleading information of
9 all kinds. My agenda, as you put it, which I have been
10 thinking about -- I am not totally clear as to what you
11 mean by that -- is because I really am outraged as a
12 marketer by unethical marketing. It seems to me that this
13 is really the basis of McDonald's strategy in this country
14 and other countries too, as I have referred to in
15 quotations from McDonald's Behind the Arches.
16
17 Q. So we have heard you say, Mr. Cox, and as I have indicated
18 to his Lordship, that is a gauntlet which I will not pick
19 up with you today. Are you author of this book the
20 Realeat Encyclopedia of Vegetarian Living published by the
21 Bloomsbury Press, a Publishing House of some recent
22 notoriety, costing £16.99 and published in 1994?
23 A. Yes, I am.
24
25 Q. My Lord, may the witness have the copies of the pages in
26 the book to which it is possible I may make reference?
27
28 MR. JUSTICE BELL: Yes. I am putting these documents which are
29 being handed in, I have put them behind Mr. Cox's
30 statements for future reference.
31
32 MR. RAMPTON: Mr. Cox, you should find within this book -----
33
34 MR. JUSTICE BELL: I think probably the best thing is if one of
35 the originals could be handed to the stenographers at some
36 stage.
37
38 MR. RAMPTON: We have acquired a hard back version. Mr. Cox,
39 you should find within that file which you have been
40 handed, or it may be just be a sheath of papers, will you
41 please just formally confirm what you have been handed as
42 a copy of part of your book?
43 A. It certainly appears to be.
44
45 Q. Would you please turn -- I hope it is there -- to page 124
46 in that sheath of papers?
47 A. Yes.
48
49 Q. May I take your attention, please, to the left-hand column
50 on that page, the heading below the charts and diagrams
51 "Less is Better"?
52 A. Yes.
53
54 Q. I shall read some words to you, if I may: "One of the
55 largest studies ever undertaken into the effect of
56 meat-eating and cancer was published in 1990." The
57 reference 91 you will find on page 161 which I hope you
58 have got. It is the very well-known study by Dr. Willett
59 and others of the American nurses. This particular
60 instalment of the study was published in December 1990 in
