Anatomy of a cock-up: how the People's fake Roger Moore interview made it to New Zealand

Featuring a cameo from Mail Online.

The Sunday People's apology for a Roger Moore interview which never happened has been spread far and wide:

On 16 September we published an article headed “I’ve had Moore women than James Bond” which claimed that Sir Roger Moore had recently spoken exclusively to The People and made comments to our journalist about his private life.

We now accept that Sir Roger did not give an interview to our reporter and did not make the comments that were reported in the headline.

We apologise for any distress and embarrassment our article has caused to Sir Roger Moore and we have agreed to pay him damages and legal costs.

But what also spread far and wide was the "interview" itself. That's not quite so good, given it didn't actually happen.

Firstly, it appears the Daily Mail lifted the interview — rewriting a piece from another newspaper as a news story of their own, usually not crediting the original source in the process. Since we know the encounter between Moore and the People's journalist never actually happened, they must not have checked with Moore or anyone involved with him. Instead, they appeared to have directly re-printed quotes from the now-removed People piece.

The Mail piece is also down, though. So how do we know it existed? Because the Australian Associated Press picked it up, and syndicated it out as news to its subscribers. And those stories are still up.

Take this one, from New Zealand's Otago Daily Times:

British actor Roger Moore says he has bedded more beauties than the suave, sophisticated and fictional spy who made him famous.

The four-time married 84-year-old who played James Bond for 12 years in seven films, told Britain's Daily Mail he was more suited to the phrase: "Moore ... Roger More" than his on-screen persona's famous introductory line "Bond ... James Bond".

"I've always been a hit with the ladies," Moore said.

"I couldn't possibly say how many I've been out with because I'm a gentleman. But more importantly, I just haven't kept count. I've had more women than James Bond. It was always `Moore ... Roger More'."

Moore didn't actually say any of that, of course. It all seems to have been taken from the retracted interview. But that doesn't stop the 49 news sites which have reprinted that exact quote, word for word, punctuation for punctuation. As for the headline claim — that he said "I've had more women than James Bond" — 216 places have carried the claim.

When it comes to best journalistic practices, this is obviously an argument for doing your own research. But if nothing else, it's an argument for actually making the most of the fact that the internet, unlike paper, lets you link back to your sources, so that you — and readers — can notice if you've used a claim which has since been retracted.

If nothing else, it helps avoid embarrassing mess-ups like this.

The one thing we still don't know is why the Sunday People ran the interview in the first place. Were they duped by a fake Moore or a bad freelancer? Or were they the dupers, hoping that no-one involved with Moore would notice?

Roger Moore, smouldering. Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

Photo: Getty Images
Show Hide image

What do Labour's lost voters make of the Labour leadership candidates?

What does Newsnight's focus group make of the Labour leadership candidates?

Tonight on Newsnight, an IpsosMori focus group of former Labour voters talks about the four Labour leadership candidates. What did they make of the four candidates?

On Andy Burnham:

“He’s the old guard, with Yvette Cooper”

“It’s the same message they were trying to portray right up to the election”​

“I thought that he acknowledged the fact that they didn’t say sorry during the time of the election, and how can you expect people to vote for you when you’re not actually acknowledging that you were part of the problem”​

“Strongish leader, and at least he’s acknowledging and saying let’s move on from here as opposed to wishy washy”

“I was surprised how long he’d been in politics if he was talking about Tony Blair years – he doesn’t look old enough”

On Jeremy Corbyn:

"“He’s the older guy with the grey hair who’s got all the policies straight out of the sixties and is a bit of a hippy as well is what he comes across as” 

“I agree with most of what he said, I must admit, but I don’t think as a country we can afford his principles”

“He was just going to be the opposite of Conservatives, but there might be policies on the Conservative side that, y’know, might be good policies”

“I’ve heard in the paper he’s the favourite to win the Labour leadership. Well, if that was him, then I won’t be voting for Labour, put it that way”

“I think he’s a very good politician but he’s unelectable as a Prime Minister”

On Yvette Cooper

“She sounds quite positive doesn’t she – for families and their everyday issues”

“Bedroom tax, working tax credits, mainly mum things as well”

“We had Margaret Thatcher obviously years ago, and then I’ve always thought about it being a man, I wanted a man, thinking they were stronger…  she was very strong and decisive as well”

“She was very clear – more so than the other guy [Burnham]”

“I think she’s trying to play down her economics background to sort of distance herself from her husband… I think she’s dumbing herself down”

On Liz Kendall

“None of it came from the heart”

“She just sounds like someone’s told her to say something, it’s not coming from the heart, she needs passion”

“Rather than saying what she’s going to do, she’s attacking”

“She reminded me of a headteacher when she was standing there, and she was quite boring. She just didn’t seem to have any sort of personality, and you can’t imagine her being a leader of a party”

“With Liz Kendall and Andy Burnham there’s a lot of rhetoric but there doesn’t seem to be a lot of direction behind what they’re saying. There seems to be a lot of words but no action.”

And, finally, a piece of advice for all four candidates, should they win the leadership election:

“Get down on your hands and knees and start praying”

Stephen Bush is editor of the Staggers, the New Statesman’s political blog.