A fine addition to the list of great British Ideas that didn’t quite work on day one, which currently includes the Millennium Bridge, the River of Fire and the Princess Diana fountain. Not to mention Portsmouth’s Spinnaker Tower, which opened five years late and promptly celebrated by trapping the project manager 100 feet up for an hour.

Back in 2007, a press release stated that the ‘highly sophisticated T5 baggage system had been designed for performance and reliability… there would be minimal queuing at every stage’. Which turned out to be quite an overclaim.

B2C, of course, is rife with promises that aren’t lived up to. Take the case of a March ASA adjudication; a shopping channel overstated product details, pricing and technical facts (pretty much a full house of errors, I’d have thought).

B2B, however, is relatively clean, as a quick check back through the annals of the ASA shows. The only semi-B2B ad in the annual top ten complaints since 1994 was a mono printer whose features included a nude woman.

But clean though we are, we’re going to have to be even more careful in future. The new Business Protection from Misleading Marketing and Consumer Protection from Unfair Trading regulations may be little more than a consolidation of existing law, but they’ll have an impact on what we can and can’t say about our products and services. No more ‘offer applies while stocks last’ if the product’s unlimited. No more product descriptions which include things we legally have to offer. Maybe even no more advertorials.

In short, from now on, the onus will be on us to be spot on. Hard facts, not weasel words are now the order of the day. And unlike Heathrow, no more flights of fancy.