Our October 2020 YouGov research found that 85% of the UK public agree that it is important “…that political parties’ adverts do not make false or misleading claims”.

Reform Political Advertising

Our goal is simple: electoral advertising should be regulated so that fact-based claims are accurate. We’re not interested in party policy or political arguments, but we are very interested indeed when data, events and identities are manipulated, ignored or invented. Voters agree with us: according to our 2020 YouGov research, 85% of the UK public agree that it is important “that political parties’ adverts do not make false or misleading claims.” Political parties take advantage of this lack of regulation. Put another way, politicians know they can lie in advertising, so they do. Our reviews of advertising in the 2019 General Election and local and national elections over the last few years are evidence, if it were needed, that they are infected by distortion and falsification. The tide is beginning to turn: we are supported by several political parties who have signed our advertising code, but the biggest advertisers continue to exploit this illogical regulatory gap. Dishonest political advertising distorts choice and damages democracy and advertising; both deserve better.

Election Advertising Review Panel (EARP)

In the context of a particularly toxic political environment with the integrity of information very much under scrutiny, Reform Political Advertising has formed the “Election Advertising Review Panel” (EARP). We invited six senior people from inside and outside the advertising industry to create an executive that reviews factual claims in election ads and judges whether they are truthfully presented or otherwise. This exercise constitutes a ‘pilot’ for the next General Election, by which time we are planning involvement from established regulatory bodies. Watch Lord Puttnam talking about the project and read more about it here.

Read More


Watch David Puttnam discuss Reform Political Advertising’s work over the 2024 General Election

Read more

Our final review of election advertising for the 2024 General Election

Read more

Opinium research shows that 56% would trust electoral ads more if they knew they were regulated.

Read more

Reform Political Advertising’s Electoral Advertising Review Panel (EARP).

Read more

Take action

Make a donation

Monthly donations help us plan ahead and budget far more effectively, so we can be as effective as possible in campaign goal to stop lies in political advertising.


Sign our petition

Add your name to our many supporters that want change.

Sign our petition