Master publicist Clifford at centre of his own story
Max Clifford is perhaps Britain's best-known PR.
He is being questioned at a central London police station by the team of detectives set up by the Metropolitan Police to investigate many allegations of historic sexual offences in the aftermath of the Jimmy Savile abuse scandal.
We should stress that there is no direct link here to the claims against Jimmy Savile.
Clifford has guided and advised many celebrities over the last two or three decades and indeed after the Savile scandal broke he was vocal in saying that many older entertainers had come to him to say they were worried about being caught up in the aftermath.
He has also brokered and broken many of the biggest celebrity scandals of the last 20 years.
Today the master publicist has found himself at the centre of his very own story.
Clifford: Things happened then that wouldn't happen now
Max Clifford spoke to ITV News last month about how the 1960s and 70s were a different world and abuse could have gone undetected.
Max Clifford: Allegations of abuse 'totally untrue'
The publicist Max Clifford has spoken out after being arrested by officers investigating the Jimmy Savile abuse allegations.