One of the many wonders of the internet age is the speed with which information can be spread. Which begs the question why just after 1pm today Tim Blair was peddling a story about an apparently inflammatory ad produced by the WWF, when a cursory search would have revealed that the ad was neither requested nor approved by the WWF.

According to the WWF

… it was a concept offered by an outside advertising agency seeking our business in Brazil. The concept was summarily rejected by WWF and should never have seen the light of day.

which doesn’t quite seem to match Tim’s suggestion of


Surely in a highly competitive news environment, where media proprietors are looking to offer content valuable enough that consumers will pay to view it on-line, accuracy needs to be one of the cornerstones of the value proposition?

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