Correspondence: Graham Jarvis, Media-Insert & themarketingleaders.com 5 Boullen Court, Brunswick Road, Sutton, Surrey SM1 4NZ, UK. Tel: +44 (0)20 8661 8965; E-mails: gajarvis@blueyonder.co.uk; editor@themarketingleaders.com; Skype: gajarvis; http://www.media-insert.co.uk/

¹obtained his MA, MICJ, M IDM, ACIM and is Editor of The Marketing Leaders (http://www.themarketingleaders.com), Media Services Consultant (eg the Institute of Direct Marketing, ContractorUK.com, Piri Ltd, F.A.T Marketing, Bloor Research, Noozz.com etc.) and co-author of a forthcoming book on Marketing Resource Management (publisher: Kogan Page). He also helped to research and write three modules of the Institute of Direct Marketing's B2B Marketing qualifications, and he has been featured in the IDM Marketing Guide. With Media-Insert.co.uk he writes, researches and places articles, reports and whitepapers for companies selling information communications technology for marketing.

Received 3 August 2007.

Abstract

This paper looks at the current scandals in television surrounding phone in competitions and their long-term effects on consumer trust. It argues for new best practice guidelines which will evolve in line with new technologies.