Is it really a surprise that in their rush to replace declining advertising revenues broadcasters have not really been totally clear about what viewers were actually paying for or what they were getting? Premium rate telephone call services can be a big earner especially when added to popular series. It seems not everyone at the broadcasters actually understood what was happening and they are now moving fast find out what happened. Things like lines kept open although the competition had closed so netting more cash. Pretend winners being made-up when no one had won in case calls reduced as people became demotivated as they thought the questions were too hard. Incredibly obscure answers to questions. My personal favorite - I heard it on a radio report yesterday. Question - what common objects do women have in their handbags? Answer - Rawlplugs!

(A transparency statement: I have never been employed by Rawlplug or any of their operating companies. The mention of this company was purely in the interests of illustrating this story. I have used a number of their products in household DIY projects. To my knowledge my ex-wife and daughter do not carry this or any similar products in their handbags.)

Services have been suspended and investigations launched as reported in The Register to find out the facts.

Manipulation of voting or influencing choice is not new. I remember a few years ago the 'payola' scandal hit radio stations where records were paid not because they had been requested or specially selected on merit alone (as the audience thought) but because of a payment being made. Paid for content is not an issue - as long as it is identified as such. Print media is full of advertorial. Written to look similar to an article it is in fact an advert that has been paid for. It should clearly carry text to identify it as such.

A number of recent blogs and reviews have been shown to be misleading as reported by Jack Schofield in the Guradian Unlimited. Businesses have been caught writing positive reviews for themselves and posing as others. Some PR agencies have been working for clients without disclosing the content they have been generating has been paid for. When found out the blogosphere - and others - has exploded with indignation and damage has been done to the brand reputation.

Shortly this will be illegal. The snappily named EU Directive 2005/29/EC will be have to be implemented into UK legislation shortly. Among other things this will outlaw any practice of false positive reviews and allow other business people and local consumer authorities to take legal action. In the UK we already have trade description and unfair business practice legislation. When enacted this new legislation may be even more comprehensive in its application.

However it is implemented those web sites that have glowing reviews of products and services that been self generated or paid for by the business and do not declare this fact will be illegal.