HC Deb 12 May 1964 vol 695 cc210-1
22. Mr. Pounder

asked the Postmaster-General if lie will require the Independent Television Authority, under Section 9(2) of the Television Act, 1954, to refrain from broadcasting misleading medical advertising.

The Postmaster-General (Mr. Reginald Bevins)

There is already such a duty on the I.T.A., and for some considerable time now it has been the practice for all medical advertisements to be referred to an appropriate consultant for advice before they are broadcast.

The House may like to know that the I.T.A.'s up-to-date code on all their advertising will be published, I hope, early in June; and I will see that copies are placed in the Library.

Mr. Pounder

While thanking my right hon. Friend for that reply, may I ask whether he is not aware of the possible injurious effects and consequences of encouraging the practice of self-medication? Is my right hon. Friend further aware that several television advertisements can, by implication, lead the viewer to imagine that there is some almost miraculous cure by some lightning revitaliser? Will not he look into the question very thoroughly in case we become a nation of hypochondriacs?

Mr. Bevins

All these advertisements are vetted by an expert medical man, but as from July of this year there will be a full advisory panel of medical and pharmaceutical people who will consider advertisements.