Day 012 - 18 Jul 94 - Page 32


     
     1
              Over the page:  "As you know, we also met with Artimos
     2        Synopalous(?), past director of nutrition, Coordinated
              Committee for the National Institute of Health.  She also
     3        found the campaign well done and incredible.  She did not
              raise the same concern about the cholesterol ad.  We will
     4        continue to meet with outside nutritionists for more feed
              back.  However, as you may know, Michael Goldblatt is not
     5        available until December 1.  Please let me know if you
              would like to discuss this further".  It comes from Nina
     6        Heagstedt at Leo Burnett.  We see in the first block under
              that it is copied to you, do you remember that?
     7        A.  Yes, I do.
 
     8   Q.   Were you involved in any discussions about this particular
              advertisement, the cholesterol advertisement?
     9        A.  Yes, I was.
 
    10   Q.   Can you tell us how in the end was the matter resolved?
              A.  Well, as we see from reading this, we consulted a
    11        number of experts and experts have varying opinions, and
              often differ with each other.  We examined all those
    12        opinions, as we did in this case, and we decided not to go
              ahead with Mr. Anderson's point of view, which was not
    13        consistent at that time with the federal government's
              position on having to advertise some correlation between
    14        cholesterol and fat content.
 
    15   Q.   That was not a requirement of law?
              A.  That is correct.
    16
         Q.   In making the decision not to publish information
    17        conveying fat as a percentage of energy intake, did
              McDonald's intend to fool or con the public?
    18        A.  Absolutely not.
 
    19   Q.   Can you go back now to the document itself.  Use your
              coloured one.  My Lord, I am going back to page 102 in
    20        tab 6.  It should be a page looking like this I am after
              now?
    21        A.  Yes, I am on it.
 
    22   Q.    You are on that, good.  That is what is reflected on the
              cover of the document, but here we have some words; we see
    23        the word "balance" again in bold type.  Then we get:
              "Meat, potatoes and milk.  Balance comes from eating a
    24        variety of foods.  Because nutritionists agree, no one
              food provides all the necessary nutrients.
    25
              At McDonald's, we offer 100 per cent pure American beef. 
    26        We offer fish and poultry.  Lettuce and tomatoes.  And 
              more.  Variety in our menu means you can balance what you 
    27        order. And make sure your McDonald's meal balances  with
              other meals you eat.  Because we want McDonald's food to
    28        fit comfortably into your well balanced diet.  Better for
              you.  Better for us.  For more information about all our
    29        menu items ask your McDonald's Restaurant Manager or turn
              the page."
    30
              Turn the page, please, Mr. Horwitz, to page 103 in the

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