David Cameron has hit upon a novel way of winning the next general election. He has decided to tell the truth.

Twelve years on from when things were supposed to get better, they haven’t, and Cameron believes it comes from all this pissing about with political correctness.

Speaking at the official launch of the Tories’ Glasgow East by-election campaign he said: “We as a society have become far too sensitive.

“In order to avoid injury to peoples feelings, in order to avoid feeling judgemental, we have failed to say what needs to be said.

“Instead we prefer moral neutrality, a refusal to make judgements about what is good and bad behaviour, right and wrong behaviour.”

He then dampened his towel and battered the obese in a sensational public dressing down.

“We talk of fat people being at risk of obesity instead of people who eat too much and take to little exercise.

“We talk about people being at risk of poverty or social exclusion, as if these things – obesity, alcohol abuse, drug addiction – are purely external events like a plauge or bad weather.

“Of course circumstances have a huge impact. But social problems are often the consequence of the choices people make.”

While I sceptically wait to see if Cameron follows up his tough talk with affermative action, credit must be given where credit is due. And in a nation of excess skin, sagging guts and grease-glazed chicken dispensers, by taking such a public stance Cameron has certainly earned his dues.

We are fast becoming a naton of butterballs. According to a recent government report Tackling Obesities:Future Choices, 90 per cent of men and 85 per cent of women will be overweight by 2050. 25 per cent of pre-schoolers already are and 80 per cent of them will remain this way as adults.

Yet still we fret about the consequences of calling children on their weight gain. A Government plan to weigh children at school and formely alert parents about their clinicaly obese children was met with dismay over fears that it would “stigmatise” the kiddies.

I would have thought the motorised buggy would have been more of a stigma, but hey, that’s just me.