The text of this apology ad reads as follows:

We are sorry
The News of the World was in the business of holding others to account.
It failed when it came to itself.
We are sorry for the serious wrongdoing that occurred.
We are deeply sorry for the hurt suffered by the individuals affected.
We regret not acting faster to sort things out.
I realise that simply apologising is not enough.
Our business was founded upon the idea that free and open press should be a positive force in soceity. We need to live up to this.
In the coming days, as we take further concrete steps to resolve these issues and make amends for the damage they have caused, you will hear more from us.
-- Rupert Murdoch

News International

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • Nic Niewart's picture
    Nic Niewart (not verified)


    We apologise for Rupert Murdoch.

    Jul 18, 2011
  • malkie66's picture

    The News of the World was in the business of invading peoples privacy.

    But we got caught.

    We're really sorry about that.

    Our business was founded on the idea of "anything goes".

    You will hear more from us.

    There again...maybe you won't.

    Rupert Reptile Murdoch
    Cellblock C

    Sep 26, 2011