HC Deb 28 November 1961 vol 650 cc218-9
13. Mr. Gower

asked the President of the Board of Trade what plans he has for giving greater assistance with a view to increasing the scale of advertisement of British goods overseas; and if he will make a statement.

Sir K. Joseph

Much general publicity is already done for British industry and commerce overseas. Generalised advertising of British goods would not, in my right hon. Friend's view, which is supported by industry, be of sufficient value to justify the expenditure. It would not be right to use public funds to meet the advertising expenses of individual firms.

Mr. Gower

Is it not a fact that the Board of Trade and the Government give some assistance already? Is it not also a fact that in the matter of overseas advertising this country is falling behind many of our overseas competitors? Is there not a case for stepping up the level of this help?

Sir K. Joseph

My right hon. Friend has the benefit of the advice of experts in this field, and we are now making an examination of individual cases to see whether what my hon. Friend says is true. It is also true that the Export Credits Guarantee Department has special policies whereby any loss incurred on promoting expenses by exporters can be shared, and I think that the Government and their agents are already doing a very great deal in this field.

Mr. Darling

Is not this a case where smaller and medium-sized firms should be encouraged to get together to promote co-operative selling schemes, in which advertising can play an important part?

Sir K. Joseph

I very much agree with that, but the Government cannot force that situation.