Just spoke to Amex on the phone and they said they have been getting a few calls and they got an email distributed to all the CSR team - call them to get the email explained as I may have got some info wrong as I was in a rush at work...
I have been read the email verbatim, and I don't believe the contents fully. IIRC, Most of it is about why Amex can check your credit report, and what they are allowed to do. It finishes with claiming that Amex hasn't put on a 'new application report', but rather that they did a scan of credit reports to check for discrepancies compared to Amex knowledge (ie if you've recently had bad debts etc).
At this stage I'm not sure if Amex has stuffed up or Veda has stuffed up. If Amex did a 'scan' type check, then it should be noted in a different section as a view - not a credit application.
The truth will come out when people access their credit reports and examine them, which is what I will be doing in the near future. If there are new entries in "Applications for credit" from Amex - then they will be removing them.