ADVERTISING AUTHORITY
SIR, —To impose controls on advertising seems to me to be closing the stable door after the horse has bolted. Surely the really fundamental issue is one of product control rather than of control over the way a product is advertised.
Legislation cannot prevent advertising being dull or irritating (the penalty here is that this type of advertising is also ineffective). Where control is desirable is where advertising is successfully promoting an undesirable product. But to control the product would be far simpler and far more effective than to try to control the way that product was advertised.
As for advertising itself, I believe that the vast majority of advertising agents are responsible people and very conscious of their responsibility, first to their clients and second to the people they try to interest in their clients' products. ig it et is at
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I believe that the vast majority of advertisit agents know that it is in the best interests of the clients that the people who buy their products g the best possible deal. And very great pressure exerted on clients by advertising agencies to see th this does happen.
Certainly if a product is undesirable in any way, ti' agency will have nothing to do with it, not becau our souls are whiter than white but because we not believe it would be in our own long-term interes
J. H. BUTTERFIEI
Alexander Butterfield Ltd.. Gemini' House, Foubert's Place. WI
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