SKIM MILK

Hokitika Guardian, 10 May 1927, Page 1

SKIM MILK

PROSECUTION FAILS,

AUCKLAND, May G

A question whether a newspaper advertisement for skim-milk powder violated the regulations under tlie Food and Drugs Act when it was headed in largo typo “Milk,” formed the subject of a decisou by. -Mr Hunt, S.M., in the Police Court.

The New Zealand Co-operative DairyCompany, Ltd. (Mr Northcroft), was charged tliat, being the seller of Anchor brand skim-milk powder, it caused to- be published in a newspaper an advertisement contrary to the particulars required by the regulations to be marked on the package in which the article was sold.

Mr Hubble, for the Health Department, said the charge referred to a large’ display advertisement, which commenced with the wording in large type, “Milk 3Jd a quart by using Anchor skim-milk powder.” Section 9 of the Food and Drugs Act made it an offence to publish an advertisement which was contrary to or in any way qualified any of the particulars required by the Act to be marked on tlio package in which the article referred to was sold. Regulations under tlio Act made it necessary for skimmilk packages to be marked “ Unfit for infants,” but these words did not appear in the advertisement. Tlie advertisement was headed “ Milk,” whereas it actually referred to skimmilk. By featuring milk at 3|d a quart, when actually referring to skimmilk. the advertisement tended to mislead the public. The Department would ask that the words: “Unfit for infants ” should he included in the advertisement. hut it_ was doubtful if it could insist on their inclusion. Mr Northcroft said r.o one but a lunatic would misunderstand the advertisement and think that whole milk was referred to. The Health Department had been querulous for a long time and had been claiming to exorcise censorship of advertising.

The Magistrate: 1 have to see on behalf of the public that when someone’s attention has been caught so that he buys the powder he does not feed children on it. 1 see the packet is clearly marked “Unfit- for infants,” and I am satisfied I am not going to convict. The case is dismissed, and you can take it to the Supreme Court if you like.