Meatpuppet Alert: If you were still wondering why wikipedia founder Jimmy Wales has it in for public relations people, Ben Goldacre provides an example of the kind of inept and unethical activity that tars the whole profession with the same brush.

Goldacre is the author of the excellent “Bad Science” column in The Guardian, which is dedicated to exposing the most egregious examples of junk science. (That’s junk science as in science that is deeply, fatally flawed. Or non-existent. Not junk science in the Steven Milloy sense, which is to say science wll-supported by the facts but in conflict with the short-term interests of big corporations.)

Anyway, at his blog Goldacre discusses the editing of a wikipedia article about self-styled nutritionist Patrick Holford. (In the U.K., anyone can call him or herself a nutritionist; Holford’s only relevant qualification appears to be a Diploma in Nutritional Therapy, awarded by his own Institute of Optimum Nutrition.

Goldacre had written critically of Holford’s credentials and his tendency to make claims unsupported by science. A reference to those criticisms made it into wikipedia, but was later edited out. Some solid—but not especially brilliant—detective work by Goldacre traces the editing to a user calling himself Clarkeola, who turns out to be an employee of Holford’s public relations firm, Fuel PR.

Clarkeola has been banned under wikipedia’s “meatpuppets” policy, and once again the public relations industry as a whole is made to look sleazy, deceptive and—most worrying of all—completely out of tune with emerging digital media.