Day 044 - 02 Nov 94 - Page 64


     
     1        A.  Yes.
     2
     3   Q.   It shows the children taking some carry-outs in the evening
     4        or something -- it was Halloween?
     5        A.  Yes, it was a bag used for trick or treating, to carry
     6        goodies in.
     7
     8   MR. JUSTICE BELL:  That was the Halloween one, was it?
     9        A.  Yes, I believe.
    10
    11   MR. MORRIS:  Is there not some code thing about not showing
    12        children eating or purchasing sugary foods late at night or
    13        before they go to bed?  There is a code in Britain which
    14        says that you cannot show children eating any sugary foods
    15        near bed-time?
    16        A.  I am not aware of any code like that in the United
    17        States.  I am not sure that the film demonstrated that, but
    18        in any case there is no code in the United States that is
    19        similar.
    20
    21   Q.   That is another theme really, is it not?  There are quite a
    22        few ads where children are getting McDonald's food on their
    23        own one way or another.  You said that if it was shown in
    24        the restaurant the adult would have to be with the
    25        children?
    26        A.  Yes, we try to follow the Golden Arches code as close
    27        to it as we possibly can.
    28
    29   Q.   But the effect, would it not, might be the same if it shows
    30        children on their own with McDonald's food, that they do
    31        not need any parental guidance in terms of making food
    32        choices themselves?
    33        A.  No, that is not the intent of that whatsoever.
    34
    35   Q.   Quite a lot of the ads said -- there were two versions, one
    36        for adults, one for children?
    37        A.  Yes.
    38
    39   Q.   The Happy Meals one; one said "With every Happy Meal you
    40        buy"?
    41        A.  Yes.
    42
    43   Q.   And the adult one said "With every Happy Meal you buy your
    44        kids"?
    45        A.  Similar, yes.
    46
    47   Q.   Is that not part of the same thing as well about getting
    48        the children to feel that they could go and buy those meals
    49        themselves?
    50        A.  No, I do not think so. 
    51 
    52   Q.   That is something to think about, may be. 
    53        A.  My answer was that we are not trying to give the
    54        impression that the child can go and buy these things by
    55        himself.  That is not what we are trying to do.
    56
    57   Q.   I mean, you are aware, are you not, that a lot of parents
    58        have problems with children making demands on them of where
    59        they should buy their food or meals.  Are you aware that is
    60        a problem for parents?

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