David Cameron yesterday was quick to condemn the high-street chain Primark as "disgraceful" for selling swimsuits with padded bras for seven- and eight-year-olds -- or "paedo bikinis", in the typically inimitable words of the Sun, which broke the story.
With the Tory manifesto highlighting the "sexualisation" and "commercialisation" of young children as a campaign issue, it's not surprising that the Tory leader was so "delighted" to see Primark apologise, and immediately withdraw the offensive clothing range, only days after his party's manifesto launch.
However, today's Sun moves the story on, reporting that other leading high-street clothing stores, including Next, Tammy and Peacocks, have been selling similar items. Next, says the Sun, sells "padded bras in Size 28AA in their girls' sections online".
So, will Cameron also be condemning Next as "disgraceful"? Will he be calling for a boycott of Next by parents of young girls? Or reminding Next of its responsibilities, as he did with Primark?
I doubt it. Next's chief executive is Simon Wolfson, one of David Cameron's most vociferous supporters in the business world, having donated to Cameron's campaign in the 2005 leadership election and co-chaired the party's Economic Competitiveness policy review.
So, expect radio silence from Cameron on Wolfson. Primark, BAD BAD BAD. Next, perhaps not so bad.