LONDON, October 8 /PRNewswire/ --

- Search or Appeal for Lost Valuables That Have 'Hit the Missing List'

The Missing List launched its new website this week, providing for the
first time a single point of focus for 'missing information' on the internet
(http://www.themissinglist.co.uk). The Missing List provides a facility that 
is specifically created to improve dramatically the chances of recovering 
just about anything - possessions, people or pets - that has been lost or 
stolen. Now you can search a huge database, browse rewards, post appeals or 
offer rewards yourself, from the comfort of your own PC and, importantly, 
within an environment that has been designed to keep you safe and within the 
law. Loss, whether by accident or criminal activity induces, a feeling of 
helplessness; the Missing List aims to return control by providing this 
unique recovery resource.

In devising this system the Missing List Team has sought the involvement
of experts in all the relevant fields - the police, major charities, trade
associations, academic and commercial organisations. Working partners include
Crimestoppers, Missing People (formerly the National Missing Person's
Helpline), the Kennel Club, the Art Loss Register and OPERC (Off Highway 
Plant and Equipment Research Centre.

"Think of it as a Google for the lost or stolen - then include the user
participation of Wikipedia and for good measure add the functionality of
eBay," says Paul Burridge, founder of the site. "And you are getting close to
how the Missing List works."

Searching the site is free, however to post an appeal the user is
required to register. Registration costs GBP1.00 and this includes the first
appeal. Any further appeals are charged at GBP1.00. Commercial users are
charged for posting appeals. Funds raised in this way are donated to the
charity of the user's choice from the Missing List roster. All the facilities
on the site are free of charge for the police, charities and local
authorities.

The Missing List encourages users to be proactive. There's a 'virtual
safe deposit' facility built in where registered users can store ownership
information - photographs, serial numbers, etc - so that they can be best
prepared should the worst happen. There's also a Personal Security Store
which makes available 'simple devices that save lives' such as attack alarms,
portable door and window alarms and carbon monoxide detectors as well as an
RFID (microchip) property protection solution specifically aimed at the
ordinary householder.

There are five main categories within the Missing List database - Crime,
Information, Possessions, People and Animals - which are further divided into
fifty sub categories. So whether it's cars, jewellery, boats, musical
instruments or irreplaceable family pets that have 'hit the missing list'
you'll find incredibly detailed, easy to use forms to enable you to swiftly
and accurately post an appeal.

The Missing List takes user safety very seriously - suffering loss can
make you emotionally vulnerable and offering a reward can make you physically
vulnerable. Built in to the Missing List system is a personal Control Centre
where contact between users and respondents can be conducted in complete
anonymity. The site also features a comprehensive 'User Safety Guide' aimed
at making users aware of how to minimise any potential danger to their
personal safety. Throughout the site there are warnings that, if followed,
will avoid any legal issues associated with posting appeals.

A prominent feature of the site is the Local Search facility. This
enables users to search within a designated radius of a given postcode.
Users, be they police officers or members of the general public, have the
facility to post information on a Local Notice Board which will then appear
in postcode searches. This will allow important local information to be
targeted with great precision. Users can also opt for regular local updates
by email.

Notes to Editors

- Crime, Law & Order was ranked top (44%) of the 2006 TOM
Public Attitudes to Advertising Survey as the item people are most
concerned about, far in front of the NHS (37%), Race & Immigration (27%)
and Iraq (27%). For full survey details please log on to
http://www.themissing.co.uk