If the Government's plan is to remain in Europe but with a new deal in place, then the strategy appears to risk alienating voters.
A majority in favour has, according to this poll, become a majority against. Constant calls for pro-EU businesses to keep quiet is allowing the 'anti's' to build momentum and in campaigns that is critical.
The 'anti's' are unafraid of making their case. That seems to include Ministers as well.
So the strategy is not working. If the Government can return from Brussels with a great deal then the situation can be reversed. But if the deal is done and the referendum held soon afterwards, then there will not be the time to turn things around.
The danger of sleepwalking towards an EU exit is looking larger.
Those campaigning for the United Kingdom to leave the European Union were given a boost this morning as a new poll revealed Brexit support gaining momentum The OBR poll showed that for the first time in six months of asking the same questions a majority of the UK public now want to leave the EU.