A maximum point arrives, somewhere before 100 per cent, when further rate rises reduce revenue.

Falling spending on marketing, especially by global consumer goods companies, has forced the world's biggest advertising group to reduce revenue forecasts for the third time this year.

Therefore, a media feeding frenzy focusing on an issue of concern to an advertiser may reduce revenue and profits.

Those arguing that fair dealing ought to be more restrictive and specific state that fair dealing will reduce revenue to those creating works.

However, the gains from lower fuel bills will be offset by reduced revenue from cut-price fares.