This paper explores changes in the emotional and affective repertoires mobilized by the Northern League, a longstanding and successful radical right-wing populist party in Italy, to justify its recent prostitution policy proposal. Having dispensed to a large extent with the punitive and fearful rhetoric against migrant prostitution that characterized its previous campaigns, under its new leader the Northern League has been calling for the regulation of prostitution and for its profitable taxation. A façade of knowing authority on the complex issue of prostitution governance is established and asserted by the party leadership and citizens are encouraged to think and feel differently about sex workers, now identified as profitable human capital. The measures proposed, I suggest, far from being non-moralistic and ideologically neutral, as they are presented, reinforce a well-established, emotively appealing and normative dichotomy between potentially dangerous individuals in need of surveillance and the wholesome family, cornerstone of the nation in need of economic assistance to reproduce and thrive.