ARROWS AND DOTS

Sun (Auckland), Volume IV, Issue 1021, 11 July 1930, Page 1

ARROWS AND DOTS

Taxi Company’s Scheme

breach of gaming act But Increased the Business

rg introduction of a novel advertising scheme in which arrows and dots played prominent parts, resulted in Theodore Raymond Lewis, manager of Chess Taxis, and two of the company’s drivers being convicted and ordered to pay costs for a breach of the Gaming Act at the Magistrate’s Court today. The offence was described as a trivial one by Mr. F. K. Hunt, S.M.

Theodore Raymond Lewis, Wallace Mnrray and Frank Harvey were chared with, on June 20, commencing a lottery by which free rides in taxi-cabs were gained by means of chance, by means of a device of arrows painted on the wheels and dots on the mudguards. Mr. W. R. P. Moody said his clients admitted the offence and it was desired to make it a test case. “Lewis is the manager of Chess Taxis, running between 50 and 60 cars in Auckland,” said Chief-Detective Hammond.” After considering several ideas for advertising, he formulated a scheme whereby a white arrow was painted on the wheels of cars and a white dot oh the mudguards. If, when a -passenger left the taxi, the arrow pointed directly to the dot, the passenger did not pay for the ride.” The scheme had been well advertised. Detective Nalder, acting under instructions had had two rides in Chess taxis, but was not successful in getting “one on the firm.” The two drivers had not been "caught” ror a free ride. “One of the company’s drivers had to give a free ride to Manurewa the other evening,” said Mr. Moody. INCREASED BUSINESS The chief detective pointed out that the defendants were liable to a penalt:' of £2OO for running a lottery. It was admitted by the company that the scheme had increased business. There was no question of the public being invited to participate in any chance or test of skill, contended Mr. Moody. Mr. F. K. Hunt: If it was skill, it would not be a gamble. "There was no attempt to contravene the law,” said Mr. Moody. “It was purely an advertisement conceived to popularise the cabs. We ask a decision for future guidance. The element of chance is When i man calls a taxi he pays for a trip

and the company may give him a free ride, but he is getting his full value in any case.” Similar schemes had been run by shops in connection with “free days”

and counsel quoted authorities in support. There was no actual chance. “There is, according to the advertisement, anyway.” said Mr. Hammond. “Well, as I understand the company has agreed to stop the practice, there is no need for a fine,” said Mr. Hunt. “I am satisfied that the scheme is a lottery, though of a very trivial nature. Each defendant will be convicted and ordered to pay costs.

For about a month, 65 cabs have been running with the arrow and dot device. There had been about 30 successful claims for free rides and one passenger yesterday was fortunate enougli to find the arrow pointing to the dot after he had run up an account of 12s 6d.