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Speaking to the programme about newspaper relationships with their advertisers former Sunday Times editor Sir Harold Evans said there was a danger of misleading the reader by running ads disguised as articles. "Can the reader know whether he's reading a puff piece paid for, or is he reading something the reporter, with his hand on his heart, has professionally written?" Sir Harold added he wouldn't embrace an advertiser if it meant 'selling his soul'. "If I was a news editor and I was about to publish something, I'd say, would I be running this if I wasn't being paid for it?".