The Labour Party has declared the general election should be fought "on issues rather than personalities" and said it will lead the way by not using any pictures of David Cameron in its campaign posters.
In a memo to party members, widely reported in the media, Douglas Alexander, Labour's chair of election strategy, declared: "We’ll focus our campaign on issues not personalities - we won’t run any billboard posters with pictures of David Cameron on them."
It's easy to see why Labour in particular would want everybody to play fair. While this change of heart looks like good news for those who want politicians to start acting their age, it does appear a preemptive attempt to address the issue of Ed Miliband's public image which is arguably Labour's most exposed vulnerability.
After all, Labour weren't shy when it came to putting David Cameron on posters during the last campaign - even if one ill-judged effort did backfire. But it's amazing what having the leader with the lowest approval rating and a tendency towards PR gaffes, uncomfortable interviews and unfortunate photo opportunities can do for the sudden realisation that politics should be about policies and substance, not personalities and style.