Daily Mirror blurs the separation between editorial and advertising

  1. On 22 May 2017, the Daily Mirror newspaper published a health-related ad featuring Dr Miriam Stoppard opposite her column. The ad risks undermining both her and the newspaper’s editorial integrity.
  2. That day Dr Stoppard’s column was on p.30 (Daily Mirror 22 May 2017 p.30), and the ad on the other page of the double spread, p.31 (Daily Mirror 22 May 2017 p.31).
  3. There’s a clear conflict of interest between her role as Daily Mirror health columnist and her endorsement in ads of health-related products and services.
  4. Dr Stoppard is also continuously promoting the advertiser on Twitter (screen shot in Figure 1), without disclosing she’s appearing in its press ads and on its website (screen shot in Figure 2), and thus presumably is paid by the company. Her Twitter biography proclaims “Daily Mirror health expert” (screen shot in Figure 3).

    Figure 1. Dr Miriam Stoppard on Twitter promoting a company, without disclosing she fronts its press ads at 23 May 2017

    Figure 2. Dr Miriam Stoppard on company website at 23 May 2017

    Figure 3. Dr Miriam Stoppard’s Twitter biography at 23 May 2017

  5. What’s worse, the Daily Mirror published Dr Stoppard’s ad – and alongside her column. As I say, the ad risks undermining both her and the newspaper’s editorial integrity.
  6. Dr Stoppard joins the club of media doctors who undermine their credibility by appearing in health-related ads – doctors such as Dr Hilary Jones (see 3 April 2017 & 10 April 2017 posts) and Dr Chris Steele (see 18 April 2017 post).
  7. Neither Lloyd Embley, Daily Mirror editor-in-chief, nor Dr Stoppard responded to my complaint, which I sent twice to both.

Company gets its own name wrong in ad – and ASA says it’s ok

  1. On 11 April 2017, I saw an unclear and misleading ad for the “Bio-Mag Therapy Bracelet” in the Daily Mirror newspaper, p.35. Here’s a scanned copy of the ad: Daily Mirror 11 April 2017 p.35. The advertiser is UK Direct Shop Ltd, which specifies a UK address.
  2. The ad is unclear and misleading because there’s no UK-registered company with that name, according to the Companies House register.
  3. When I rang the phone number in the ad, no one could explain why UK Direct Shop Ltd wasn’t on the Companies House register, either. Further, everyone I spoke to referred to “UK Direct Shop” only, without the “Ltd” (Limited) suffix.
  4. The ad refers to a website, where the company is identified as UK Direct Shop Services Ltd (screen shot in Figure 1). This company is on the Companies House register – registered company number: 09658267.

    Figure 1. UK Direct Shop homepage at 12 April 2017

  5. I complained about the ad to the Advertising Standards Authority (ASA). In an email the advertising regulator dismissed my complaint: “Under the advertising codes, there is no requirement of an advertiser to state their full company name in their own advertising – they only need to ensure that they don’t mislead consumers by omitting their identity. As both you and I have been able to easily locate them on Companies House from the details in the ad [the website], we don’t propose further action on this occasion.”
  6. I told the ASA I was baffled by its reasoning. An inaccurate company name is misleading, too, by definition.
  7. I had thought a consumer could reasonably expect a company to get its own name right in an ad. It seems not.

Our Brave Heroes: fake military charity is no more, says Charity Commission

  1. On 16 March 2017, regulator the Charity Commission published a highly critical “case report” on Our Brave Heroes, a fake military charity from – yes, you’ve guessed it – Blackpool. It’s no longer operating, says the commission. Here is the Charity Commission case report: https://www.gov.uk/government/publications/our-brave-heroes-case-report.
  2. It’s taken a while, though: I exclusively exposed Our Brave Heroes on 26 October 2015.
  3. Andrew Penman in The Daily Mirror newspaper then used my investigation as the lead story in his column on 19 November 2015 (see my post that day for a link to his article online). At the end of that year Our Brave Heroes also featured on 5 live Investigates, the BBC Radio 5 live programme, when I appeared again as a live studio guest (see my 21 December 2015 post).
  4. Mr Penman has today (16 March 2017) revisited Our Brave Heroes after the commission’s intervention: http://www.mirror.co.uk/news/uk-news/collectors-brave-heroes-told-generous-10032216.

The Invicta Foundation: what is the trading address of official professional fundraiser EMS?

  1. The Walter Mitty Hunters Club HQ, a Facebook group, has this week exposed the Colchester-based charity The Invicta Foundation (registered charity number: 1143326) as yet another military charity working with a rip-off professional fundraiser: https://www.facebook.com/The-Walter-Mitty-Hunters-Club-HQ-315222931946839. These rip-off professional fundraisers not only have excessive fundraising costs, but usually work in highly misleading ways. They often create the impression that donors are dealing directly with the charity, wearing charity-branded uniforms. The public isn’t always aware that the collectors in shopping centres and other private sites are actually working for a third-party company – a company that retains for itself 80% of the funds it raises in the name of the charity. This blog has exclusively exposed many of these dubious military charity/professional fundraiser combos. It has exclusively revealed, too, the fact that so many organisations with this business model are from in or around Blackpool.
  2. Here I show that co-founder and public contact Stephen Robertson hasn’t suddenly become unwilling to answer legitimate questions about his charity and its official professional fundraiser. In April 2016, he was obstructive and evasive, refusing to tell me the trading address of the company it works with. What’s worse, he still wouldn’t disclose the information after I’d proven the link between the company and another Blackpool-based professional fundraiser – yes, Blackpool again – that has faced scrutiny for its business practices.
  3. The Invicta Foundation works with Events Management Solutions (EMS) Ltd (registered company number: 09807577), which was incorporated on 3 October 2015. The EMS website lists the company’s registered office address, which is in Birmingham. The trading address, though, isn’t shown. In April 2016, meanwhile, EMS was recruiting a “charity fundraiser” on the Indeed jobs website – from Lytham St. Annes FY8, next to Blackpool (screen shot in Figure 1). So at that time I first asked Mr Robertson for the address of EMS in Lytham St. Annes FY8. He refused to tell me.

    Figure 1. EMS job ad for “charity fundraiser” at 12 April 2016

    Figure 1. EMS job ad for “charity fundraiser” at 12 April 2016

  4. I then made the same request after proving the link between EMS and the company The Veterans Trust Limited (registered company number: 08945478). Andrew Penman had exposed professional fundraiser The Veterans Trust Limited in his Daily Mirror column in November 2014: the then Lytham St. Annes-based company had declined to reveal its fundraising costs, only divulging the alleged total amount of money it had passed to its then charity partner after raising money in its name. In December 2015, The Veterans Trust Limited changed its name to TVT Fundraising Ltd. Michael Figg is sole director of the company. Mr Figg was also a director of TVT Publications Ltd (registered company number: 09515278), which was incorporated on 27 March 2015. The registered office address was in Lytham St. Annes FY8. Initially, there was another director of TVT Publications Ltd: Nick Travis, the person behind Sterling Support, the official professional fundraiser for the notorious Blackpool-based military charity Families of the Brave. Both the Mirror’s Andrew Penman and I independently exposed Families of the Brave and its work with Sterling Support in 2014 (see my 20 December 2014 post and references therein).
  5. There’s a link between TVT Publications Ltd and EMS. Sean Smythe is sole director of EMS. And Mr Smythe posted a job ad for “magazine/wristband fundraisers” on the Birmingham Jobs Facebook page in the name of TVT Publications Ltd from Lytham St. Annes FY8. The ad is dated 13 April 2015 (screen shot in Figure 2).

    Figure 2. Sean Smythe job ad for TVT Publications Ltd at 12 April 2016

    Figure 2. Sean Smythe job ad for TVT Publications Ltd at 12 April 2016

  6. On 13 September 2016, TVT Publications Ltd was compulsorily struck-off the register at Companies House without filing any accounts. So much for its financial reporting – or lack of. Meanwhile, days later (on 21 September 2016), Mr Figg started another TVT Publications Ltd (registered company number: 10388268) – this time with a registered office address in Kirkham, a town midway between Blackpool and Preston.
  7. So it was a simple question for Mr Robertson in April 2016: what is the trading address of your official professional fundraiser? And he wouldn’t answer. But then he’s not the only one hiding the address: the EMS website isn’t forthcoming either. There isn’t actually much on the company website: no names of people, for instance. We only know about sole director Mr Smythe because of filings at Companies House. As we’ve repeatedly seen, there’s an unacceptable lack of clarity and transparency around money flows for these charities working with rip-off professional fundraisers. Yet on its website The Invicta Foundation doesn’t disclose the trading address of its official professional fundraiser – and won’t even do so upon request. Now, why doesn’t the charity want the public to know the details of the company?


  1. On 18 August 2016, Andrew Penman used my investigation of the charity A-SOLDIERS-JOURNEY.CO.UK (see previous post) as the lead story for his column in the Daily Mirror.
  2. Penman’s A-SOLDIERS-JOURNEY.CO.UK report is available on the newspaper’s website: http://www.mirror.co.uk/incoming/soldiers-journey-charity-shuts-row-8651056.

Daily Mirror’s Andrew Penman uses another of my investigations

  1. On 7 July 2016, Andrew Penman used my investigation of unregistered charities on the government’s Universal Jobmatch website (see previous post) in his column in The Daily Mirror. I’m also quoted in his report.
  2. Penman’s report (“Charities should register for site”) doesn’t seem to be available on the newspaper’s website. Here therefore is a scanned copy of the page: Penman OGA.

Our Brave Heroes: one of worst cons of 2015, says Mirror

  1. In his last column for 2015 in the Daily Mirror, Andrew Penman round up the worst scams he’d written about during the year. His column is weekly.
  2. Penman first wrote about fake charity Our Brave Heroes in November last year after I’d brought to his attention my investigation (see my 19 November 2015 post). He wrote again about the Blackpool-based scam in his end-of-year round-up, published 31 December 2015. That column is available on the newspaper’s website (dated 30 December 2015): http://www.mirror.co.uk/news/uk-news/you-vital-fight-beat-fraud-7095694.