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

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