The British government on Monday night capitulated to an overwhelming public outcry over the sale of interviews by the sailors and marines detained by Iran, as it rushed through a ban on any further media deals by armed forces personnel.
With the controversy widening into accusations that the government was fostering a culture that devalued heroism and promoted instant celebrity, Defence Secretary Des Browne said the navy's earlier decision -- which he had endorsed -- to let the 15 former detainees sell their stories had "not reached a satisfactory outcome."
While the Ministry of Defence said the navy had applied existing regulations correctly, the head of the army, General Richard Dannatt, allowed it to be known he was unhappy about the move.
The decision to allow the sailors and marines to sell their stories for sums of up to ?100,000 (US$197,000) was condemned by opposition politicians, families of dead service personnel and former officers.
Some of the 15 have already given interviews for free.
Lord Heseltine, the Conservative former deputy prime minister and defense secretary, said the decision was tantamount to saying: "Look lads, Rupert Murdoch's Sun has taken over. He's got the big checkbooks and if he's prepared to pay to hell with any rules or regulations, any understandings, any customs, any traditions, it's all up for grabs. That's called New Labour. I am profoundly shocked."
"What an extraordinary story, that people who every day take calculated risks with their lives are expected to earn relatively small sums of money [while] people who get themselves taken hostage, in circumstances which are worth exploring, can make a killing. I have never heard anything so appalling," he said.
Another Tory former minister, John Redwood, condemned "a new low in the long and dispiriting history of Labour spin."
Former foreign secretary Malcolm Rifkind said he was "appalled" and would demand a statement from Browne when parliament returns next week.
That call was endorsed by the Labour MP David Crausby, a member of the defense select committee and the Liberal Democrats' defense spokesman Nick Harvey.
But last night Browne claimed that pressure on the 15 and their families "made it inevitable that some of them would accept media offers to tell their story in return for payment" and the navy had faced a "dilemma"
"Many strong views on this have been expressed, but I hope people will understand that this was a very tough call and that the navy had a duty to support its people. Nevertheless, all of us who have been involved over the last few days recognize we have not reached a satisfactory outcome. We must learn from this," Browne said.
Ian Andrews, the second most senior civilian official at the ministry, is to consult the chiefs of staff of the army, navy and air force to thrash out future guidelines.
"I want to be sure those charged with these difficult decisions have clear guidance for the future. Until that time, no further service personnel will be allowed to talk to the media about their experiences in return for payment," Browne said.
Leading seaman Faye Turney, the only woman in the group, earned around ?100,000 in a joint deal with the Sun and ITV1's Tonight With Trevor McDonald.
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