When is a press embargo not a press embargo?

I have no interest in Emmerdale, and will not be posting the spoiler, but after a few days of shock news coming both out of & to ITV Towers (including the "joyous"news that we may soon get ITV1 + 1, we didn't even know we wanted it) that the staff must be to distracted or dumbstruck to upload to the channels website correctly.

This quote appeared on a public viewable ITV Press website (not so much Press website, as a website for those who want to get a little to close to ITV than is advisable)

Please do not reveal that *************** as this information is embargoed from press publication until 00.01 Tuesday 22 September 2009.

Seriously for a company who has failed to argue how irrelevant it is in the hopes of having ad restrictions removed, at the same time as scoring well over 10+ million (X-Factor), this kind of mistake seriously makes you question why ITV is not as irrelevant, as ITV would like Ofcom and the Competition Commission to think it is.

This kind of very public leak is highly damaging, and will likely ruin months of plotting by the staff of Emmerdale, in the hope that it can shock viewers of ITVs rural soap.