A political lobbying firm that apparently thought journalism was just PR with a cooler name is now facing calls to come clean about paying journalists for favorable coverage - a practice that critics are calling a 'dangerous attack on democracy,' which is generally considered worse than a mild attack on democracy.

CT Group, co-founded by election guru Lynton Crosby (who has apparently advised everyone from David Cameron to Boris Johnson, because why break a streak of questionable choices?), was exposed after a four-month Guardian investigation. The firm allegedly paid journalists to place apparently independent stories in newspapers and even offered cash incentives for a property industry client. In return, CT Group would get increased editorial control - because nothing says 'independent journalism' like letting a lobbyist hold the red pen.

Alastair McCapra, CEO of the Chartered Institute of Public Relations, called it 'an attack on the ethics of journalism, public relations and, indeed, on democracy.' Index on Censorship CEO Jemimah Steinfeld called it 'frankly dangerous.' Steve Goodrich of Transparency International UK warned it 'undermines the integrity of the press.' And Luke Taylor, a Liberal Democrat MP, said we need 'full transparency on when money has changed hands when it comes to reporting.' In other words, everyone agrees this is bad, which is about as rare as a lobbyist admitting they're lobbying.

CT Group, which has a £40m-a-year turnover and counts Philip Morris and Manchester City among its clients, responded with a classic non-denial: 'We do not comment publicly on work we do for clients.' It said the events were 'deliberately mischaracterised' and that the undercover journalist had 'chased us relentlessly over a period of more than six months.' Because nothing says 'ethical lobbying' like blaming the reporter for doing their job.

MPs and campaigners are now calling for an overhaul of lobbying rules. Rupa Huq, a Labour MP, described lobbying as 'the wild west' and expressed hope that the 'new Andy Burnham government' would grip the issue - though readers should note that Andy Burnham is the mayor of Greater Manchester, not the prime minister, which either suggests a mix-up or a very specific federalist dream.

The investigation also highlighted the vulnerability of freelance journalists, who often face irregular and low-paying work. Martin Bright, a senior lecturer in journalism at the University of Essex, warned: 'If reporters are being paid to place stories in papers by private companies this breaches the essential buffer zone between lobbying and journalism.' And also the essential 'don't be shady' zone, which is apparently just as porous.