"The [Primarl] video borrows all the language of investigative journalism (if not Panorama's production values) to 'follow the trail' of the investigation's producer in making the programme - before lapsing into promotional video mode at the end when it talks about Primark's code of conduct and shows its products. ... Apart from the commercial implications of advertisers spending their money on communicating directly with customers, there is an editorial consideration here: any publishing strategy needs to account for this sort of reaction. The more evidence you can publish online, the better."