Yet another schoolboy error in Daily Mail headline

If I were to make a post everytime I found an easily avoidable error such as this in the Daily Mail's headlines it would become a full time job. We all make typing errors but a simple re-reading usually gives the opportunity to make corrections. And that may well be the problem at the Daily Mail. There is nobody checking copy before it gets published. Of course if the journalists had anything more than a rudimentary knowledge of written English such problems might not be so prevalent.

Here then for the benefit of this headline writer (do they still have them?) is my guide to the relevant use of the third-person, singular neuter pronoun, it. Its, as written here, is the possessive form - though in this sentence nothing is possessed. Since its here could be written in full as it is, there should be an apostrophe standing in for the missing i thus; it's.