There’s no doubt that the feeling here in Brighton is that Labour should hit back at The Sun. Harriet Harman laid into the paper this morning and Peter Mandelson called The Sun ‘losers’ at a fringe event. (However, Labour is denying that its responsible for the Google ads that appeared today saying, "You can't trust The Sun. Wrong on Hillsborough, Wrong on Labour".) But the more Labour pick a fight with The Sun, the more hostile the paper is going to be to it. However angry Labour might be about the timing of The Sun’s move, it would be better off avoiding a slanging match with people who buy ink in industrial quantities.