asked the Secretary to the Overseas Trade Department whether, having regard to the need for improved salesmanship overseas, he has considered the scheme suggested by Mr. Percy Lister for advertising British goods abroad; whether the Government is prepared to contribute to the suggested national advertising fund; and whether, if financial support is impossible, he will encourage the suggested fund by considering the appointment of a committee to administer it?

I have read with much interest the letter addressed to the Prime Minister by Mr. Percy Lister, and I should look with the greatest sympathy on any well-considered scheme organised by British manufacturers and traders for advertising British goods abroad. As regards the last parts of the question, the matter is one which can be most effectively dealt with by the persons concerned, who will, no doubt, consider the question of appointing a committee to administer the scheme. I fear it would not be practicable, having regard to the necessity for strict economy, to contemplate a contribution by His Majesty's Government.