Advertising (Hansard, 18 January 1949)

§ Sir W. Darling

asked the Minister of Food if he will consider in "Food Facts" advertising, asking housewives themselves to indicate how they are using rations to best advantage, rather than proffering advice which limitations of equipment, points and rations sometimes make impracticable.

ESTIMATED AUTHORISATIONS AND SUPPLY OF LIQUID MILK TO CONSUMER CATEGORIES IN ENGLAND AND WALES, OCTOBER, 1948
Priority Classes				Total Quantities Authorised Million Gallons
(i) Children, 0–5 years, at 7 pints	…	…	…	3.10 per week
(ii)Children, 0–12 months, additional 5 pints	…	…	…	.29 per week
(iii) Adolescents, 5–18 years, at 3½ pints	…	…	…	3.12 per week
(iv) Expectant Mothers, at 9½ pints	…	…	…	.44 per week
(v) Invalids, at 7 or 14 pints maximum	…	…	…	1.45 per week
(vi) Priority Establishments	…	…	…	.85 per week
(vii) Schools (Milk in Schools Scheme)	…	…	…	1.22 per week
(viii) Total Priority Authorisations	…	…	…	10.47 per week
Non-Priority Classes
(ix) Adults, over 18 years, at 2½ pints	…	…	…	9.06 per week
(x) Non-priority Establishments	…	…	…	2.47 per week
(xi) Total Non-Priority Classes	…	…	…	11.53 per week
(xii) Retailers' margins and allowances	…	…	…	1.02 per week
(xiii) Total Weekly Authorisations	…	…	…	23.00 per week
(xiv) Total Authorisations for October	…	…	…	101.85 per month
			Total Sales
(xv) Total sales of milk for liquid consumption during October	…	…	…	106.50 per month
NOTE.—The actual quantities of milk distributed to each category during the month cannot be ascertained; but there is no reason to suppose that any particular class does not to any great extent take up the authorised entitlements. But any surplus that a retailer may have within the total quantity his permit allows him to sell may be, and is, distributed amongst his registered customers, normally his non-priority registered customers.

18W