Eve Wilkins was in a fury when she rang from Wilkins in Northwich, Cheshire, a couple of weeks ago. Her target was the Daily Mail. It had been putting vouchers in the newspaper for free DVDs of dear old Cliff Richard (celebrating his 50th year in the music business) but only for redemption at WH Smiths or Tesco's. Nice one.

She points out: "What happens then is that the customers come back in here and say the stores haven't got any left."

Naturally, customers expect her to 'Do Something About It' as she sold them the newspaper with this offer in the first place.

So, more fairness going on in the independent sector level playing field and all that.