A Tory minister has suggested that some struggling Brits could work more hours or get a better paid job to cope with cost of living pressures.
Home Office Minister Rachel Maclean said the Government wanted people to be able to "protect themselves better" from rising costs in the long term.
She said she was not "suggesting for one moment" that such an option would work for everyone, adding: "It may be right for some people.”
But Labour accused the minister of being "out of touch" over the challenges facing struggling Brits, who are being clobbered by tax hikes, soaring energy bills and rising costs.
Downing Street suggested critics were trying to “twist” Ms Maclean’s words - as she came out fighting saying she’d been "misrepresented".
The tone-deaf comments come after Tory backbencher Lee Anderson sparked an outrage by saying hungry people going to foodbanks “cannot cook properly" and "cannot budget".
Boris Johnson has resisted calls for an emergency budget and extra help could take until August to deliver.
Average household bills have already rocketed by nearly £700 - and could rise further when the energy price cap is reviewed again in the autumn.
The price cap on household energy bills could be reviewed every three months under new plans mooted by Ofgem on Monday, in fresh misery for struggling families.
The energy regulator said that it might insert two new reviews a year, one in January and another in July.
Ms Maclean was asked if there should be a cost of living minister to deal with the escalating financial pressures.
She told Sky News: "I've not heard that specific request but what I would say of course is that's the Chancellor's job and it's the job of the whole Cabinet and the whole Government."
She went on: "I think what we need to focus on now is over the long-term, we have got these short-term pressures on us that we're all aware of ... but over the long-term we need to have a plan to grow the economy and make sure that people are able to protect themselves better - whether that is by taking on more hours or moving to a better-paid job.
"These are long-term actions but that is what we are focused on as a Government."
Ms Maclean said she was not "suggesting for one moment" that such an option would work for everyone, adding: "It may be right for some people, they may be able to access additional hours, but, of course, it is not going to work for people who are already in three jobs.
"That's why we need to have the other measures, such as all the help we are putting into schools, the help with the local authorities ... and that's where we are going to target help to where it is most needed."
Ms MacLean became Tory MP for Redditch, Worcestershire, in 2017 after a high-flying career in banking and business where she set up a firm with her husband that posts more than £1m in profits a year.
She later accused Sky of misrepresenting her comments, which are published in full above.
She tweeted: "Highly inaccurate and irresponsible reporting. Sky have misrepresented my comments about a longer term plan and options for some people and suggested I think they are short term answers.
"They are not, I did not say this and I clearly set out all the immediate help provided."
Downing Street rowed in to defend Ms Maclean.
Boris Johnson’s spokesman said: “I think the minister was clear in what she said, that people’s individual circumstances will vary.
“That’s why we have a range of measures available to people. Some are quite broad, changes in income tax, and there’s also more tailored support - the doubling of the household support fund.
“The minister was clear, she said it’s not going to work for people already working in three jobs, and that’s why we have the other measures we’re putting in place.
“And of course it’s right that we have a range of help available.”
Asked if the PM agreed with her that people should work more hours if they can, the spokesman replied: “I think you’re seeking to twist the words unhelpfully there.
“People’s individual circumstances will vary. There’s no one size, fits all approach - this is a global issue caused by things like the pandemic and war in Ukraine.
“So individual circumstances will vary, there’s a range of support for individuals depending on their circumstances.”
Asked if families should work longer hours if circumstances allow, he replied: “Individuals will make decisions on what’s right for them and their families.
“That might not be the right approach for every individual and nor did the minister seek to portray that as otherwise.”
But Labour shadow cabinet minister Ian Murray said the "ludicrous" advice appeared to hark back to Margaret Thatcher's era of government.
The shadow Scotland secretary said: "Sounds like the Norman Tebbit 'get on your bike' instructions from the 1980s.
"It's so out of touch with reality that I'm sure the minister knows how ludicrous it is, but they'll defend Boris Johnson at all costs."
Liberal Democrat work and pensions spokesperson Wendy Chamberlain said: "So the Conservatives' answer to the cost-of-living emergency is that people should just earn more? This shows just how out of touch they truly are.
“Millions of families have had to make huge cutbacks and taken on extra work in order to weather the cost of living crisis. They simply cannot do any more."
TUC General Secretary Frances O’Grady said working people didn't need lectures from ministers, they need help.
"Millions are working flat out but are still struggling to cover the basics," he said.
“We need an Emergency Budget now to get families through this cost of living crisis. And we need action to tackle precarious employment.
“It’s a bit rich for ministers to tell people to find better-paid work – especially when they have presided over an explosion of low-paid and insecure jobs."
Top Tories have previously been branded out of touch with tin-eared responses to cost of living issues.
Environment Secretary George Eustice recently advised hard-up families to consider buying own brand products to save cash.
Chancellor Rishi Sunak said it would be "silly" to help households struggling with energy costs now when bills are likely to rise again in the autumn.
