Earlier in the week he decided to pose with a picture of the Sun as part of their World Cup promotion.
David Cameron did it. Nick Clegg did it. So Ed clearly thought that he needed to as well. and maybe as the Free Edition which ironicaly wasn't delivered in Merseyside where the Sun is stil a toxic brand after Hillsbourgh he or his advisers may have thought it would not be controversial.
But of course, as soon as the picture was circulated the media turned to Liverpool where groups representing victims and survivors of the 1989 tragedy expressed anger at Mr Miliband's actions, one describing them as an "absolute disgrace".
And a Labour councillor in Liverpool, Martin Cummins, has resigned from the party, suggesting Mr Miliband had "listened to unwise counsel in associating himself, and our party, with this degrading publication".
Mr Cummins said: "Seeing Ed promoting the Sun has rocked me to my core."
But apart from some criticism of Nick Clegg the other Partyl leaders seed to have managed to get of lightly
Nick Clegg seems it OK for him Well outside of Merseyside anyway
What would the headlines have been if Miliband had declined?
Ed Refuse To Back England
I'm not sure how poor Ed could have managed to avoid this car crash but
The Labour leader insisted that he had participated in the photo shoot to show his support for the England football team.
."In a statement, a spokesman for the Labour leader said: "Ed Miliband was promoting England's bid to win the World Cup and is proud to do so.
"But he understands the anger that is felt towards the Sun over Hillsborough by many people in Merseyside and he is sorry to those who feel offended.
So now he has managed to ruin his relationship with and prehaps damaged any chance of getting Rupert Murdoch( who if he thought Labour might win the next general election) behind him.
No matter what your poltics you got to fel sorry for the poor man who would have lost whatever he had done.