The Mirror has provided the new press regulator IPSO with its first test after the paper's sting which forced Tory minister Brooks Newmark to resign, started to backfire badly almost the second it hit the news stands.
Many critics claimed there was no public interest behind the story and now it has been confirmed the women whose pictures were used by the reporter posing as a flirty twentysomething PR professional had not given their permission - a schoolboy error that compounds the feeling this investigation was not carried out with the necessary care and attention.
One of the women, a Swedish model, wrote on her blog that she thought the incident was “terrible” and had left her feeling “confused” and clearly upset. Understandably so. Waking up to see your face linked to an apparent sex scandal in a foreign country that had brought down a government minister would be a shock to anybody.
A second woman told the Telegraph: "The fact that a newspaper was stealing my photograph is quite wrong. The newspaper’s taken it too far."