HC Deb 09 December 1959 vol 615 cc509-10
35. Mr. Mason

asked the Postmaster-General if he will amend the rules as to advertisements with a view to strengthening the Advertising Advisory Committee in order to fulfil the purposes of Schedule 2 of the Television Act, 1954.

Mr. Bevins

No, Sir. The Advertising Advisory Committee is appointed by the I.T.A. under the Television Act, and is concerned with standards of advertising conduct. Section 4 (3) of the Act places the duty on the Authority to secure that the provisions of the Second Schedule —which in this context relate to the amount and frequency of advertising—are observed.

Mr. Mason

But is not the Postmaster-General aware that this Committee has met only three times in the past twelve months? In view of the number of advertisements on I.T.A. and the viewing time they take up, does not the right hon. Gentleman consider that these few meetings are totally inadequate? Further, is he aware that of the fourteen members of this Committee only one represents viewers' and consumers' interests? Should not that section of the Committee be strengthened?

Mr. Bevins

The Committee is perfectly entitled to meet as frequently as it likes, although it has met on only three occasions in the last twelve months. This Committee is concerned solely with giving advice on the form and presentation of advertising, but the rules to which the hon. Member refers govern the quantity of advertising that may be shown. As to the composition of the Committee, I think that the hon. Member will find that although the advertising world, quite rightly, is represented on this Committee, there are many gentlemen outside the advertising sphere also on it.

Mr. Mason

But surely the Minister must take responsibility in this respect? Has he never watched I.T.A. and seen some of the shocking advertisements, particularly of Surf, Daz, Tide and Omo, which are slung across the dining table every time one sits down to an evening meal, and should not something be done to try to raise the standard of these advertisements?

Mr. Bevins

I know there is a little disquiet in some quarters about this matter. The I.T.A. has recently appointed an officer, not from the advertising world, to give his time to advertising control and to liaison work with the programme companies.