[Neil Jones]

The BBC has essentially let an advert for a product be shown that wouldn't have been permitted by the ASA, with a huge amount of credence afforded by a record-breaking number of offers.

Having all five investors and Gary Neville to let the process continue - to the point where everyone made an offer - demonstrates the need for the likes of the ASA, a need for them to actually have some powers, and a need for the BBC to ensure pitches like that aren't broadcast uncritically.

There are no end of pitches on Dragon's Den over the years that didn't seriously want any investment, it was just a way of getting some promotion for their business or product on prime time television at a knock down price. If they got somebody to offer a cash injection it was a bonus.

Yeah you might have had to reveal your profit margins and disclose your product costs 20p to make while you flog it to a supplier for £9.99 who then flogs it to Joe Public for £29.99...