The Daily Mirror is an appalling rag but today it has excelled itself with a total non-story.
Billed as an 'exclusive', the piece tries to whip up a storm about Tesco running ads on a niche website called The Master's Voice.
It describes the website as 'radical' and that commentators have described the ads as 'horrendously stupid'. So who is the master? Is he an fanatical Imam? Is this a website for radicalised Muslims looking to launch another domestic bombing campaign?
No. It's a rather dreary and innocuous website for supporters of hunting and the Tesco ads drive traffic to the equestrian range of Tesco.com, and not to stockplies of hydrogen peroxide and fertilizer. Other advertisers on the legitimate site include Thomas Pink and eBookers.
Pathetically, Tesco has withdrawn its ads from the site.
OK - so it's not as bad as the fake pictures of British soldiers 'torturing' Iraqis but it's hardly accurate journalism. It seems that the Daily Mirror doesn't know the meaning of the words 'freedom of speech', 'radical' and, I'd argue, 'story'.
