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{\title LEES TRADING CO LTD & ANO. V. FLOUR MILLS OF FIJI LTD & OTHERS [31 AUG 92]}{\subject DAMAGES DEFAMATION}{\author JOHN E. BYRNE}
{\doccomm  IN THE HIGH COURT OF FIJI;  ( AT SUVA );  CIVIL JURISDICTION; ACTION NO. 116 OF 1992; BETWEEN :  LEES TRADING COMPANY LIMITED     1st Plaintiff;     ;    AND     :  ROBERT LEE        2nd Plaintiff;  AND    :  FLOUR MILLS OF FIJI LIMITED    
 1st Defendant}{\operator Emalus Campus}{\creatim\yr2003\mo7\dy31\hr14\min56}{\revtim\yr2003\mo7\dy31\hr14\min56}{\version2}{\edmins0}{\nofpages3}{\nofwords799}{\nofchars4559}{\*\company USP}{\nofcharsws5348}{\vern16469}}\margl1440\margr1440 
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\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 \f2\fs24\lang5129\langfe5129\cgrid\langnp5129\langfenp5129 {\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 IN THE HIGH COURT OF FIJI
\par (AT SUVA)
\par CIVIL JURISDICTION
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par ACTION NO. 116 OF 1992
\par 
\par BETWEEN:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 LEES TRADING COMPANY LIMITED}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 1st Plaintiff
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 ROBERT LEE}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 2nd Plaintiff
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 FLOUR MILLS OF FIJI LIMITED}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 1st Defendant
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 NEMANI DELAIBATIKI
\par TANIELA BOLEA
\par FIJI POST CO LIMITED}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 2nd Defendants
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 JALE MOALA
\par GENE SWINSTEAD
\par FIJI TIMES LIMITED}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 3rd Defendants
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 FIJI BROADCASTING COMMISSION}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 4th Defendant
\par 
\par AND:}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 
\par 
\par }{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 COMMUNICATIONS FIJI LIMITED}{\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 5th Defendant
\par }\pard \ql \li0\ri0\nowidctlpar\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143 Mr. Q.B. Bale}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 : For the Plaintiffs
\par Mr. J.R. Reddy and}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 Mr. S. Lateef: For the First and Fifth Defendants
\par 
\par Dates of Hearing: 17th and 31st August 1992
\par Date of Interlocutory Judgment: 31st August, 1992
\par 
\par }\pard \qc \li0\ri0\nowidctlpar\tqc\tx4680\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 INTERLOCUTORY JUDGMENT}{
\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par The Statement of Claim endorsed on the Writ herein which was issued on the 31st of March
 1992 alleges that the Defendants have defamed the Plaintiffs by an advertisement published by the Second, Third, Fourth and Fifth Defendants between 20th and 30th of March 1992.}{\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 The advertisement was in the following terms:
\par 
\par }\pard \qc \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\b\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 "A MESSAGE TO OUR VALUED CUSTOMERS}{
\f0\expnd0\expndtw-3\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143 
\par }\pard \ql \li720\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin720\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 A number of people in Fiji are under the impression that}{
\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 all flour sold in Fiji comes from the Flour Mills of Fiji Limited.
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li1440\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin1440\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 (a)\tab Flour Mills of Fiji Limited
\par (b)\tab A Lautoka Flour Mill
\par (c)\tab Imported
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li720\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin720\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 The difference between flour sourced from the two loca
l mills and flour imported is that the local mills produce flour from imported wheat.}{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
The imported flour is already processed overseas.
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li720\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin720\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 We take our "PROMISE OF QUALITY" very seriously.}{
\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 As regards to Flour sold by Flour Mills of Fiji Limited we can}{
\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid11737352 g}{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 uarant
ee and prove that this is milled from the highest quality Australian Wheat with no unnatural additives.}{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 There are strict controls on storage and stock rotation to ensure that our products are always of the highest standard.
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li720\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin720\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 Consumer in Fiji may not be awa
re when buying flour where it is sourced from.}{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
This is because some shops sell Flour in plain plastic bags which carry no brand labels.
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li720\ri0\nowidctlpar\tx-720\tx0\tx720\hyphpar0\faauto\rin0\lin720\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
Therefore when buying flour we would urge all consumers to make sure that the packaging states clearly that it is sourced from Flour Mills of Fiji Limited.}{\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 When purchasing bread, biscuits, cakes etc ensure that it is made from flour milled by us.
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\i\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \qc \li0\ri0\nowidctlpar\tqc\tx4680\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 BUY
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \qc \li0\ri0\nowidctlpar\tqc\tx4680\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 fmf
\par BRAND
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \qc \li0\ri0\nowidctlpar\tqc\tx4680\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 A PROMISE OF QUALITY"
\par }\pard \ql \li0\ri0\nowidctlpar\tqc\tx4680\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par }\pard \ql \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid8725143 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
The gravamen of the allegations against the Defendants is that in their natural and ordi
nary meaning the words in the advertisement meant and were understood to mean that flour sold or used by the Plaintiff is not made from the highest quality Australian Wheat, has unnatural additives and is a danger to consumers.}{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 As a result the Plaintiffs c
laim they have been greatly injured in their credit, reputation and business and have suffered damages.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 On the 8th of April 1992 I granted the Plaintiffs an interim injunction against all the Defendants from publishing the advertisement of which the Plaint
iffs complain until further order.
\par 
\par On the 16th of April 1992 a Notice of Motion was filed on behalf of the First and Fifth Defendants for an order that the injunction of the 8th of April be dissolved.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 Various adjournments then occurred until on the 17th of August 1992 I heard the application to dissolve the injunction.}{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
It was submitted on behalf of the Defendants that the advertisement complained of does not breach the order of this Court and furthermore is not defamatory of the Plaintiffs.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 It was submitted that the Plaintiffs were unduly sensitive and that the Court should be slow to make any order which effectively restrains trade.
\par 
\par For the Plaintiffs Mr. Bale claimed that although the advertisement did not name the Plaintiffs in direct terms it did so in
 a very subtle way but he conceded that if it were not for the known history of the matter the advertisement would not be defamatory.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 At the conclusion of argument on the 17th of August I expressed the view that on its face I did not consider the advertise
ment defamatory and the matter was adjourned until today to enable Mr. Bale to obtain further instructions.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 I am informed by Mr. Lateef who appeared today that the matter between the parties is still unresolved.
\par 
\par A defamatory statement is not accountable unless published "of and concerning" the Plaintiff.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
It is true that the Plaintiff need not be specifically mentioned or identified so long as the matter complained of reasonably implicates him.
\par 
\par The test for identification is:}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 Would a sensible reader of the
 publication reasonably identify the Plaintiff as the person defamed? - }{\f0\ul\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 Morgan v. Odham's Press}{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143  (1971) 1 WLR 1239.
\par 
\par I have read the advertisement a number of times and adhere to the view I expressed in argument that the advertisement is not defamatory of the Plaintiffs on its reasonable meaning.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 I am confirmed in this view by the statement of Mr. Bale that the Plaintiffs regard the advertisement as a very subtle way of referring to them.}{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 If this be so then I am satisfied that the ordinary, reasonable, sensi
ble reader would not consider the publication defamatory.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
Subtle references in my judgment are not likely to be regarded as defamatory by the ordinary, reasonable reader.}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 
\par 
\par It appears to me that the Plaintiffs have shown themselves to be unduly sensitive and for these reasons I consider that the injunction of the 8th of April 1992 must now be dissolved against the First and Fifth Defendants.}{
\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid8725143  }{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 I order the Plaintiffs to pay the costs of those Defendants.
\par 
\par }\pard \qc \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid13127520 {\b\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid11737352 JOHN E. BYRNE
\par }{\b\f0\ul\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid11737352 J U D G E}{\b\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid11737352 
\par }\pard \qr \li0\ri0\nowidctlpar\tx-720\hyphpar0\faauto\rin0\lin0\itap0\pararsid13127520 {\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid13127520 HBC0116J.92S}{\f0\expnd0\expndtw-2\lang2057\langfe5129\langnp2057\insrsid12671977\charrsid8725143 

\par }}