How Do Press Get Away With Printing Speculation Which Is Totally Untrue?

So much stuff is printed about all sorts of stories which turns out to be utterly unfounded and untrue in the end.
It seems terrible that people should have things printed which are untrue.
How come they are allowed to do this – particularly in the case of criminal investigations such as the McCanns?
No rants about the rights or wrongs of the case please – just why do press get away with printing rumours.

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