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 when data, events and identities are manipulated, ignored or invented. Voters agree with us: according to our July 2024 Opinium research 76% of the UK public would “support it being a requirement in the UK that factual claims in election adverts must be accurate” Only 4% would oppose such a measure. Political parties take advantage of this lack of regulation. Put another and way, politicians know they can lie in advertising, so they do. Our reviews of advertising in the 2024 and 2019 General Elections 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.