Pasty-munching princess of pop and nation's sweetheart, Cheryl Cole, has averted her judgly gaze from third-rate karaoke acts, and has now turned it on the England football team's current crop of WAGs instead.
Speaking on BBC's Breakfast Time where she was appearing as a guest to launch the video for her latest single, and in front of a stunned Bill Turnbull and Susanna Reid, the glamorous Geordie for no apparent reason branded the WAGs as "Dull, limp and lifeless," adding that overall they lacked "Vibrant colour, body and silky smoothness."
Cheryl's stinging verdict comes hot on the heels of another scathing assessment; this time delivered by the former girlfriend of Sven Goran Eriksson, Nancy Dell'Olio. Appearing on Lorraine yesterday she simply judged the bevy of beauties as "Boring."
But the wives and girlfriends, who flew to Poland earlier today to join their other halves, might just have the last laugh, because Cheryl's on-screen outburst is now being assessed by Ofcom following complaints that she was trying to advertise her range L'Oreal hair products subliminally, and that her comments were nothing more than a thinly veiled advertising spiel.
Cheryl is defending her position and denying the accusations vigorously. She released the following statement through her management this afternoon: "What, me? Subliminal advertising is it, pet? Haddaway and shite man!"