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25. The Reviewers, who between them have huge experience of online media and consumer behaviour, do not recommend a one-size-fits-all approach. They recommend that government should develop a programme of experimental partnership to engage with user-generated media. Subject to detailed comments on the recommendations below, the Government accepts this. However, it is the nature of experiments that they sometimes have unexpected consequences. The Government will adopt a beta testing model to signal clearly where an experiment is in progress.

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