Founded by Alex Tait and Benedict Pringle in 2018, we are a small group of volunteers whose goal is the establishment of independent regulation of factual claims in electoral advertising. We are from the advertising industry: we know the rules and recognise when they are broken. Our work is primarily in the review and ‘calling out’ of electoral advertising – unregulated since 1999 – that includes misleading or untrue statements. Policies or political opinions are and will remain outside our scope. We publish reviews of all significant electoral campaigns, both local and national; these can be found under the resources tab on this website. We established ‘EARP’ – the Electoral Advertising Review Panel – whose panel members are senior figures in the advertising and fact-checking industries. EARP is chaired by David Puttnam. The notion that misleading electoral advertising damages democracy and advertising and should be regulated has gained some traction. We are now supported by some of the smaller political parties including the Green Party; Sadiq Khan and Andy Burnham signed our ad code in the course of the 2024 mayoral elections. Nevertheless, the three major political parties all transgressed significantly during the course of the 2024 General Election. Our campaign runs on a small budget that provides for fixed operational costs and some occasional research. Reform Political Advertising is run by unpaid volunteers. Our website was kindly produced for free by the agencies MRM and Loopmill. We rely on like-minded supporters to contribute to our running costs. We list any donations over £5,000 each financial year on this page.