Today's controversial Daily Mail front page showing 11 Tory MPs who voted against the government in a key Brexit vote has already backfired, according to a former cabinet minister who is herself on the cover.
The front page has gone viral, with critics and supporters of the Mail debating whether the "wanted poster"-style front page was threatening to the MPs pictured.
The Mail's anger was directed at the MPs for voting to give parliament a meaningful final vote on whatever Brexit deal Theresa May negotiates with the European Union – and inflicting a first major parliamentary defeat upon the prime minister.
One of the rebel MPs, the former education secretary Nicky Morgan, said the newspaper had not only failed to deter the rebel MPs, but had the effect of further uniting them.
"If you label people in life, they will tend to live up to those labels," Morgan told BuzzFeed News. "If you label them as mutineers or rebels then you think, Well, fair enough, why not."
Responding to the Mail's attack on Thursday morning, fellow rebel Anna Soubry tweeted: "Yes. We put our country first exerting British principles of democracy and free speech. You should try it sometime."
"This Daily Mail hysteria is a thing to behold," Sarah Wollaston, another Tory MP who voted against the government, tweeted. "It’s not going to block Brexit fgs, just make it a softer landing."
Tory MP Jonathan Djanogly's response was to tweet a meme from Sky News' Mollie Goodfellow.
I prefer this version! But to be clear vote was NOT attempt to stop or hinder Brexit it WAS about ensuring that our… https://t.co/e0M8mIeNY9
The Mail is the second newspaper to have recently published rebel Tory MPs' pictures in the form of mugshots in an attempt to shame them – the Daily Telegraph was also criticised for its "Brexit Mutineers" front page last month.
Soubry afterwards accused the Telegraph of "blatant bullying", and revealed her office had received threats in the wake of its front page being published.
It didn't stop her colleagues signing a copy and giving it to her for her birthday, however.
What to give the Remainer in your life this xmas? Take inspiration from the charming friends of @annasoubrymp, who'… https://t.co/V7KNkjWmWq
Morgan said the "mutineer" or "rebel" tag had now been adopted by the group.
"I'm surprised the Mail have gone for it because the 'Mutineers' front page backfired so spectacularly on the Telegraph," she said.
"It really bonded people together and it's generated enormous position support from within my constituency and across the country as well."
With the group now brought together over the Daily Mail/Telegraph coverage, all eyes will be on whether the "mutineers" again go against the prime minister in a crucial vote next week on whether the date of Brexit should be enshrined in law.