§ 2. Miss Burtonasked the President of the Board of Trade whether he is aware that the Independent Television Authority has decided that misleading advertisements for toothpaste shall be banned or amended; and if, in view of the new evidence submitted to him by the hon. Member for Coventry, South, he will reconsider his decision not to amend the Merchandise Marks Acts so that toothpaste manufacturers and others have to substantiate statements made on their behalf in advertisements in order that the public interest may be safeguarded.
§ The Parliamentary Secretary to the Board of Trade (Mr. John Rodgers)I am aware of the action taken by the Independent Television Authority. The article in the British Dental Journal to which the hon. Lady has drawn the attention of my right hon. Friend deals with scrutiny of the manufacturers' claims by the British Dental Association. There is a distinction between this and making unsubstantiated claims criminal offences under Merchandise Marks legislation.
§ Miss BurtonIs the hon. Gentleman aware that they are exactly the same as far as the shopper is concerned? Is he aware that the Independent Television Authority demanded of one advertiser 601 that he should either substantiate his claims or withdraw the advertisement and that he withdrew the advertisement? Does the hon. Gentleman tell the House that such injurious advertisements should be permitted in the Press but not on television?
§ Mr. RodgersOf course, I am delighted at the action taken by the Independent Television Authority, but I think this is a matter of the influence of informed public opinion and that toothpaste manufacturers will pay more scrupulous attention to this now then they did in the past.