We’re all familiar with the term “cheat day”. You’ve been super healthy all week and it’s time to relax your strict regime and treat yourself to all the "bad" food you have been resisting.

It’s a pretty normal pattern. But that doesn’t mean that it’s a healthy one. And it’s certainly not something that should be reinforced.

So it is disappointing to see that a British retailer, New Look, deemed it appropriate to put the slogan “cheat day” on to a pyjama top, along with a cartoon picture of a slice of pizza.

New Look have insisted that the pyjamas are just a “tongue-in-cheek novelty item” (they are for women, not children) but the damaging message that they reinforce is nothing to joke about.