Day 003 - 30 Jun 94 - Page 38
1 Q. I mean, stabilization?
A. Stabilization.
2
Q. Now then perhaps we can pass to advertising. I have dealt
3 with almost everything under that topic I want to ask you
about. I do ask this, in this country is the advertising
4 which is produced for children governed by any kind of
independent or other regulation ----
5 A. Oh, yes. Nothing finds its way on to television
without it going through, I believe it is called, the
6 Independent Broadcast Authority, the IBA. If they are not
happy with what is on the film and going to be broadcast
7 through the television, it just does not happen. It is as
simple as that.
8
Q. Is press or other kinds of visual advertising, aside from
9 television, governed by another body?
A. There is a body which governs press as well.
10
Q. Does McDonald's have a concern to keep to the standards
11 which are set by those authorities or not?
A. Not only do we keep to their standards, but we have
12 our own code of practice which I think is even more strict
than their own.
13
Q. Which is called?
14 A. McDonald's Advertising Code of Practice. There maybe
in advertising language some specialised name.
15
Q. It is called "Golden Arches"?
16 A. Golden Arches Code.
17 Q. My Lord, the relevant reference is pink volume 7, section
B, tabs 6 to 10 inclusive. My Lord, they are from
18 different dates; some European, some American. My Lord,
the guidelines are at section A, tabs 1 to 5, both British
19 and American, so far as broadcasting is concerned.
20 (To the witness): Does it happen, Mr. Preston, or has it
happened from time to time that this, that or the other
21 advertisement -- I will ask you if you know how
frequently, depending on your answer -- as it were, falls
22 foul of one of the regulatory authorities.
A. I cannot name one off the top of my head, but I would
23 be surprised if we did not present things on occasion they
sent back and said: "You have to change this" or "You
24 have to change that". We will make the change and go
forward.
25
Q. The advertisements, presumably, will be written or
26 composed by an agency?
A. Yes. We use Leo Burnett here in London.
27
Q. Is that both print and television?
28 A. Primarily, yes. There maybe something an individual
franchisee does very locally, but for the most part they
29 do everything for us.
30 Q. In America, Mr. Preston, the position is different, is it
not? There is a much heavier burden in advertising cast
