ADVERTISING AND PEOPLE
SIR,-1 was very interested to read the articles by Victor Gordon and Brian Copland on 'Advertising and People' and your comments in your issue of January 12.
Both Victor Gordon and Brian Copland agree that only about 2 per cent. of advertising is really objec- tionable, and a further 5 per cent. or 6 per cent. is doubtful. Perhaps it is worth pointing out that, going by the 1960 figures, 2 per cent. represents about £9 million and a further 5 per cent. another £22 million—a total of about £31 million, which is quite a tidy sum to spend on misleading the public.
What is the answer'? Brian Copland says education of the public and self-discipline in the industry. Both these are certainly important, but we doubt whether they are enough by themselves. Though Victor Gordon has a good idea in his 'consumer agency,' there would be a danger, as Brian Copland points out, that such an agency, subject as it would be to commercial pressures, would very quickly lose its objectivity. Much the best answer, we believe, would be the setting up by the Government of a Con- sumers' Council (as you suggest in your leader) which, unlike either " Mr. Gordon's 'consumer agency,' or any of the voluntary authorities set up by the advertising industry itself, would be really independent. In our representations to the Molony Committee we called for the establishment of such a council, which would not only be responsible for the application of all existing legislation on adver- tising with powers to prosecute in cases of infringe- ment, but would also supervise the work of all pub- lic bodies responsible for maintaining standards in advertising (like tile ITA). We recommended that the council should also be given the right to chal- lenge an advertiser to substantiate any claims made and to enforce the withdrawal of any claims proved false. We also asked that\ the council might super- vise and control all quality marks, and there is no reason why (as you suggest) the council should not issue a kitemark of quality to advertisements examined and passed in the consumer's interest.
We would like to thank the Spectator for raising the question of advertising. We should be very happy if other papers followed its example!
GILES RADICE Assistant Secretary, Advertising Inquiry Council 49 Cresswell Place, SW l0
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