Search engine Google is allowing subjects of news stories a way to comment on articles written about them.
An experimental feature this week on its Google News site allows any person mentioned in a news story to submit a written response.
Google will verify the authenticity of the e-mail by fairly primitive means and if their identity is confirmed the response is posted on the same page as the search results for the story.
So far it is the companies press offices who are doing the replying. McDonald's responded to a story about preschoolers preferring food wrapped in McDonald's packaging.