The Rev. Richard Coles continues his series exploring the idea of sin by tackling temptation and the way sin has become not merely an archaic idea in many contemporary societies but a positively attractive tool in the hands of commerce and advertising. He talks to senior figures in the advertising industry about the rise of the 'naughty but nice' school of commercial and explores the way Sin has been marginalised by modern secular societies while remaining central to others. Can the law operate entirely without reference to sin and 'in this world of sin' are children still being encouraged to establish values and judgements that owe their origins to religious ideas of sin and good.
Producer - Tom Alban.