Ireland's two main political parties have reportedly both hired US spin doctors to help them conduct their upcoming election campaigns.
Reports this morning say Fianna Fáil and Fine Gael have hired teams of American strategists to advise them on how to secure victory.
The development is prompting fears of a negative and personalised election campaign similar to those becoming commonplace in the United States.
Yesterday, the Progressive Democrats attacked Fine Gael over a poster campaign it is planning to launch against Minister for Justice Michael McDowell.
The posters accuse the minister of presiding over a massive increase in crime while claiming that "Everything is just great".