As a newspaper editor, Lloyd Embley, editor of The Daily Mirror, has within his grasp, the opportunity to make a difference in the world. You would imagine that with such a role, his greatest ambition would be to expose child abuse, or oversee the exposure of man's inhumanity to man.
So, in his own words, what was Lloyd Embley's proudest moment of 2014?
"Firstly, the jaw-dropping exclusive Sunday Mirror interview with former boxing promoter Frank Maloney, revealing that he was now known as Kellie and was undergoing gender reassignment."
Week after week, we have seen Lloyd Embley and his ilk support Kate and Gerry McCann, with either old stories, twisted stories, stories from unattributable sources, or just unadulterated lies.
Take yesterday's article for instance; click here to read, as well as the usual twaddle The Daily Mirror touch upon Euclides Monteiro, a former employee of the Ocean Club where Madeleine stayed. The Mirror states that Monteiro's widow, Luisa Rodrigues:
Once again, it would appear that Embley, perhaps whilst busy scouring the land for his defining moment of 2015, is blissfully unaware of the editors' code of practice:
i) The Press must take care not to publish inaccurate, misleading or distorted information, including pictures.
ii) A significant inaccuracy, misleading statement or distortion once recognised must be corrected, promptly and with due prominence, and - where appropriate - an apology published. In cases involving the Commission, prominence should be agreed with the PCC in advance.
iii) The Press, whilst free to be partisan, must distinguish clearly between comment, conjecture and fact.
Firstly, Euclides Monteiro was ruled out of any involvement in the disappearance of Madeleine McCann, not once, but twice. After his death in 2009, an autopsy was performed upon Monteiro, and his DNA taken, this DNA was cross referenced against that found in apartment 5a, and other crimes within the Algarve, that had no evidential connection to the disappearance of Madeleine, not only was that DNA proven to not match any recovered from 5a, it was also ruled out from any other crime. In short, Euclides Monteiro was an innocent man, something The Daily Mirror failed to mention.
Hardly surprising when you compare the efit of Scotland Yard's number one suspect, with that of Euclides Monteiro. (Monteiro is the one who doesn't look like Gerry McCann)
Of course theses facts don't stop the Daily Mirror from deliberately misleading the reader. At best Embley only cares about selling papers, and as long as the McCanns are ok, anybody else, including dead people, matter not.
Moving on swiftly to the second totally misleading piece of misinformation, and The Mirror's claim that Scotland Yard have come to focus on the theory that Madeleine was killed during a bungled burglary. That statement is complete conjecture, The Daily Mirror have no idea what the focus of the investigation is. Many leads are being followed up, so to claim that one is the focus over others is blatant misinformation. I have ask myself why The Mirror have chosen now to suggest Madeleine is dead. They've ignored the fact the dogs alerted to all things McCann for years, why say she was killed now? Kate and Gerry will not be pleased, still I'm sure you'll clear up that in your next thrilling episode of: "The Daily Mirror talks bollocks" won't you Embley, you fucking yes man.