As the executive urges people to change their behaviour to fight the spread of coronavirus, Sammy Wilson's contribution to the debate on face coverings can only be regarded as deeply unhelpful.
The East Antrim MP caused a stir last week when he tweeted a picture of himself without a mask saying: 'Support local business. You can't eat ice cream when you're muzzled!''
Among those who rebuked his stance were members of the DUP but it is alarming that an experienced elected representative would use such irresponsible language in the midst of a public health emergency.
Far from being abashed at the critical reaction, Mr Wilson was unrepentant in a BBC interview yesterday, refusing to accept the expert opinion of a virologist that face coverings work and we should all be wearing masks.
The MP's approach must cause considerable dismay among those trying to ensure the public take all the precautions necessary to protect the community from a virus that has killed hundreds of people in Northern Ireland alone.
Chief Scientific Adviser Professor Ian Young, who has explained the science behind mask usage, has urged as many of us as possible to use face coverings in indoor spaces where it is not possible to maintain two metres social distancing.
There was an expectation that the executive would make masks mandatory last month but it fudged the issue, pushing the decision back until August 20 when the level of compliance would be a key factor.
Anyone who has been in shops in recent days will notice that it is still only a few people who are wearing face coverings which suggests that encouragement alone is not having the desired effect.
Health minister Robin Swann is clearly in favour of an earlier decision on making masks mandatory and he appears to now have the backing of Michelle O'Neill.
We do need a clear and consistent message on face coverings which takes full account of the scientific and medical evidence.
No one is suggesting that masks alone will stop the spread of Covid-19 but those in positions of responsibility must take care not to undermine the important work that is being done to protect the community and prevent a second wave, which would be disastrous for public health and for the economy.
