Our July 2024 Opinium research found that 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.

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 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.

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 formed the “Election Advertising Review Panel” (EARP). We did this to demonstrate that the process of regulation can work in a General Election. We invited seven senior people from inside and outside the advertising industry to create a panel that reviewed factual claims in election ads and judged whether they are truthfully presented or otherwise. Watch Lord Puttnam talking about our 2024 project for the General Election. You can read more about our pilot project in 2022 here.

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Blog

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

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Our final review of election advertising for the 2024 General Election

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

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

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