PM David Cameron today elected to stop sitting on his hands and do something useful for a change by warning football fans of a certain age that wearing Pele tee shirts could lead to mockery and ridicule.
Insisting that he be understood to be perfectly clear on this, Mr Cameron called for middle aged footy fans to adjust to the changes he is making, and change their tee shirts.
He pointed out that to impressionable teenaged hoodies, Edson Arrates Dos Nascimento, of Santos, in Brazil, aka Pele does no longer actually represent sublime football skills, the greatest goal that never was, and being a key player in the 1970 Brazil squad, probably the finest football team the world has ever seen.
Oh no. None of that.
He represents the campaign against male erection problems.
The stroppy youth of today - and he makes this perfectly clear - see Pele not as possibly the world's greatest exponent of the beautiful game, rather as : 'That bloke who can't get it up any more.'
Which can be embarrassing for the average Brit bloke up the shops when he's buying a couple of beers to watch the match with.
People sniggering and offering him viagra and stuff.
Seems like Dave got that one right. Fair play to him.
More as we change this bloody tee shirt.