So how important is regulating the teleshopping/direct response tv market from the point of view of the consumer? Well, ERA Europe's been working on this precise issue for the last year or more and is set to launch a self-regulation programme, including a seal which members will be able to use to show that they take consumer issues seriously.

We've interviewed Klaus Parchent, the association's new self-regulation officer, and will be publishing details in the next day or so - keep your eyes peeled!