Sony's US PlayStation boss has admitted that he was frustrated by the leaks of the company's new handheld gaming console, the PSP Go, just days before its announcement at E3.

“People don’t respect confidentiality in this industry,” says Jack Tretton, president and CEO of Sony Computer Entertainment of America in an interview with CNBC. “It’s tough enough to keep a secret within your own company, much less when you speak to third parties”.

Sony PlayStation is just one of the latest victims of the "Internet leak machine", which pretty much announces every new product before an official announcement.

Tretton told the news channel: “This is an industry that has trouble focusing on today. We want to constantly talk about tomorrow. You have to prepare for people to know things in advance. The frustrating thing is they only know a part of the story and that opens up a lot of conjecture and misinformation that ultimately waters down the reality when you roll it out”.

The Sony PSP Go is just one of the latest consumer electronics devices to be leaked on the Internet. In the last week Samsung's latest mobile phone, the iPhone 3G S and Olympus' micro-four thirds camera have all had internet debuts before an official announcement from the respected company.