“MILK 3 1/2 D A QUART”

Sun (Auckland), Volume 1, Issue 38, 7 May 1927, Page 13

“MILK 3 1/2 D A QUART”

SKIM-MILK CONTROVERSY CASE DISMISSED “No one but a lunatic would understand the advertisement and think that real milk was referred to," said Mr. E. H. Northcroft in the Magistrate’s Court yesterday, when the New Zealand Co-operative Dairy was prosecuted by the Health Department for advertising in an Auckland daily paper,, “Milk, 3£d a quart, by using Anchor skim-milk powder.” Mr. Hubble, who prosecuted, said that the woids, “Milk, 3|d a quart,” in large letters at the top of the advertisement, were misleading. Also no mention was made that the product was “Unfit for Infants.” This appeared on the tin, but a person going into a shop to buy the powder would not look at the label, he said. Mr. Northcroft pointed out that the words in large letters were simply intended to catch the eye. Once having attracted the attention of the reader the advertisement went on to explain that it was skim-milk and not real milk that was referred to.

“I am not going to convict,” said Mr. F. K. Hunt, S.M., when he had heard both sides of the case. “I have to be satisfied on behalf of the police that when someone’s attention has been caught so that he buys the powder, he does not feed children on it. I see the packe is clea # y marked ‘Unfit for Infants.’ “The case is dismissed. You can take it to the Supreme Court if you like.”