HC Deb 09 March 1960 vol 619 cc406-7
19. Mr. Mason

asked the Postmaster-General if he is aware that the Independent Television Authority are permitting fraudulent advertisements to be broadcast; what consultations have taken place between the Authority and himself under Section 4 (5) of the Television Act, 1954, regarding such broadcasts; and if he will direct the Authority to make a special investigation of the matter.

Mr. Bevins

The Authority assures me that the position is not as described in the Question, but if the hon. Member has any particular case in mind, I suggest that he gives it either to me or to the Authority.

Mr. Mason

While thanking the right hon. Gentleman for that reply, may I ask him whether he is aware that in the "Flash" cleansing liquid advertisement on television they specially prepare a floor, spray on a grey distemper to begin with, and use a modern mop with no "Flash" cleansing liquid on it? The contrast is quite obvious when the mop sweeps the floor. In view of the fact, first, that the floor is prepared, and, secondly, that "Flash" is not used, is not that a fraudulent advertisement?

Mr. Bevins

Of course, there may be exaggeration here and there in the matter of the whole field of advertising, but, as the hon. Gentleman well knows, exaggeration and advocacy very often go together.

22. Mr. Mayhew

asked the Postmaster-General what consultations he has had with the Independent Television Authority under Section 4 (5) of the Television Act regarding the use of misleading visual effects in television commercials.

Mr. Bevins

One of my predecessors told the House in 1955 that he had accepted the I.T.A.'s code of principles for television advertising, in so far as they related to matters falling within his jurisdiction under Section 4 (5) of the Act. One of these principles is that no advertisement shall contain any visual presentation of the product or service advertised which, directly or by implication, misleads: and the Authority assures me of its constant concern to comply with this.

Mr. Mayhew

Is the Minister aware that very little notice is taken of any of these advertising regulations? Is he also aware that it is easier on television to lie in pictures than in words? [HON. MEMBERS: "Oh."] Not that the difference between the truth and falsehood has ever been any concern of the Conservative Party. May I ask him why, since he prohibits false advertising claims to be made in words, he permits them to be made night after night in pictures?

Mr. Bevins

I understand that the hon. Gentleman may have had in mind the advertisements for Stork and Kraft margarine, and, of course, "Flash". The I.T.A. tells me that, in fact, the actual products of Kraft and Stork were used visually in these advertisements, but there are circumstances in which, for technical reasons, it is not possible to use the actual product itself; for example, ice cream, which might melt under the very intense television lighting and heating. As a general rule, the I.T.A. carries out its job in the matter of advertising quite scrupulously.

Mr. Ness Edwards

Is not the right hon. Gentleman aware that in the advertisement of a detergent claiming to wash whiter than something else, the actual article was a grey one and not white?

Mr. Bevins

As I have tried to suggest before, we are all enthusiastic in diverse causes.

Mr. Speaker

We cannot go round all the products at Question Time.