Suggestions On Advertising

Press, Volume CV, Issue 31057, 12 May 1966, Page 22

Suggestions On Advertising

(New Zealand Press Association)

WELLINGTON, May 11. A tax to stop some of the worst aspects of unnecessary advertising was advocated today at the Labour Party conference by the candidate for Taupo, Mr F. Knipe.

Three recommendations from the industries and commerce committee were endorsed.

In many cases in shops items advertised as being marked down had in fact been marked up, he said.

That commercial advertising be investigated. That false or misleading advertising be made illegal. That strict censorship be imposed to minimise the emphasis on sex in advertising.

Mr Knipe said the recommendations were excellent. “Today advertising is an evergrowing monster. The cost factors in advertising are very considerable and the result, as far as value to the public is concerned, is very doubtful,” he said.

Mr Knipe said that as far as new produce on the market was concerned, advertising was valuable, but it was different when it got into the field of selling oil. “Oil companies spend hundreds of thousands of pounds extolling very minor differences and this is being paid for by the consumer.” He said that any inquiry should look beyond newspaper advertising. The worst aspects of advertising were to be found in retail shops.