The main party leaders, David Cameron, Nick Clegg and Ed Miliband, were all depicted holding a copy of the special issue in publicity material. Miliband's decision to pose with a copy of The Sun received a strong response. Organisations representing the relatives of Hillsborough victims described Miliband's action as an "absolute disgrace" and he faced criticism too from Liverpool Labour MPs and the city's Labour Mayor, Joe Anderson. A statement was issued on 13 June explaining that Miliband "was promoting England's bid to win the World Cup", although "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."

Who were the main leaders of the ruling party?