Justin Madders MP
What we’d like you to consider
We are tabling four cross-party amendments at Report Stage to address disinformation in election campaigning.
We would greatly value your support.
Please let us know if you are happy to support either of both of
- The electoral advertising amendments
- The campaign code of conduct amendment
- Electoral advertising amendments
Why this matters
Campaigning is moving from the digital to the AI era, where advances in technology make it easier to produce and distribute convincing but misleading content at scale. At the same time many UK elections are now being decided on very small margins in a more fragmented five-party system.
In this context, disinformation and misinformation can be decisive in determining electoral outcomes.
For example, NRS predict that in 2026 almost a third of seats will be marginal (won be 5% vote share or less). Recent elections illustrate how narrow these margins now are:
- Runcorn by-election – Reform beat Labour by 6 votes (0.02% vote share)
- Doncaster mayoral election – Labour held off Reform by just 698 votes (1% vote share)
- North Tyneside mayoral election – Labour scraped by with a margin of 444 votes (0.8% vote share).
Public trust is also extremely low. The 2019 Audit of Political Engagement finds that some 80% of respondents have ‘little or no trust’ in MPs in general. According to IPSOS’ December 2023 data that figure has worsened to the point where just 9% trust politicians (the November 2025 survey finds the same result), the lowest score in forty years. Two per cent of those aged 25-34 consider politicians to be truthful.
Election advertising is the only form of advertising where there is no content regulation for factual claims. An advert for a packet of crisps has four sets of rules to ensure it is factually accurate but an advert for your vote has none.
What the amendments would do
The electoral advertising amendments would implement the unanimous recommendation of the House of Lords Democracy and Digital Technologies Committee (2020) and would:
- Introduce a code of practice for factual accuracy in electoral advertising
- Establish a regulatory committee (including participation from ASA, Electoral Commission, Ofcom, UK Statistics Authority) to oversee it
- Introduce proportionate sanctions for clear breaches
These amendments do not regulate political opinion, argument or debate.
They apply only to factual claims in paid campaign materials. Factual claims are statements that can be objectively checked and proven true or false (similar to the substantiation requirements in the advertising code for commercial advertising).
Precedent and support
These proposals are proportionate and grounded in practical experience.
Reform Political Advertising has already tested an advertising code for factual accuracy in practice. At the 2024 London mayoral elections, seven candidates signed up to the code, including the Mayor Sadiq Khan, as well as Green and Liberal Democrat candidates. Other supporters included Andy Burnham, Tracy Brabin, and by Neil Kinnock.
They have also piloted an independent Election Advertising Review Panel chaired by Lord David Puttnam on two occasions, including during the 2024 General Election, to demonstrate how content regulation could operate in practice.
Internationally, similar approaches exist in other countries. New Zealand has had content regulation for factual claims for several decade with all the parties bought into the process. Two states in Australia ACT and South Australia also have it.
The Representation of the People Bill is a rare opportunity to address a clear and growing gap in our electoral framework. These amendments offer a practical and proportionate way to improve transparency and rebuild trust, without restricting political debate.
We hope you will consider supporting them.
Further reading
- Politically neutral Campaign Group Reform Political Advertising’s (RPA) evidence for the Representation of the People Bill. RPA is chaired by Lord Puttnam who chaired the Democracy and Digital Technologies Committee.
2. Campaign code of conduct amendment
In a report published last year, the Speaker’s Conference on the security of candidates, MPs and elections recommended that “There should be a code of conduct for all candidates, MPs and parties that defines a collectively agreed set of principles to guide behaviours and language when campaigning.” The government accepted that recommendation in its response to the report, stating that:
“An updated code of conduct will have a positive impact on the level of trust the public has in political parties, candidates, and campaigners, with more confidence that campaigns are being conducted with honesty and integrity and are not intentionally attempting to mislead the public. The Government recognises that the perception that threats and intimidation are becoming more acceptable within politics may be a driver of more widespread abuse. It is vitally important that candidates and elected representatives model the kind of robust but respectful debate which underpins our democracy.”
In its strategy paper published last year, Restoring Trust in Our Democracy: Our Strategy for Modern and Secure Elections, the government outlined its support for that new code of conduct for political campaigning, but it was not included in the Bill.
A consultation process to strengthen the existing non-statutory code of conduct, led by the Electoral Commission, is currently underway.
This amendment would place the code of conduct on a statutory footing, and reflect the government’s commitment for it to address honesty in campaigns and the avoidance of harassment and intimidation.
Appendix
Amendments
- Electoral advertising amendments
“Electoral Advertising Code of Practice
(1)The Electoral Commission must prepare and publish an Electoral Advertising Code of Practice (“the Advertising Code”).
(2)The Advertising Code must include principles and guidance relating to electoral advertising and must in particular include provisions relating to—
(a)ensuring the accuracy of factual claims,
(b)the need for relevant and reliable evidence to substantiate factual claims,
(c)the need to clearly identify the political party affiliated with an advert,
(d)transparency in the use of artificial intelligence, and
(e)issuing prompt public corrections to address mistakes.
(3)In this section “electoral advertising” means any factual claims in marketing communications, whenever published or distributed, whose principal function is to influence voters in a local, regional, national or international election or referendum.
(4)Before preparing or revising the Advertising Code, the Electoral Commission must carry out such consultation as it considers appropriate and must in particular consult—
(a)the Electoral Advertising Code Committee,
(b)representatives of parties appointed to the Parliamentary Parties Panel in accordance with section 4 of the Political Parties, Elections and Referendums Act 2000, and
(c)such other persons as the Electoral Commission considers appropriate.”
“Electoral Advertising Code Committee
(1)The Electoral Commission must establish an Electoral Advertising Code Committee (“the Committee”).
(2)The functions of the Committee are—
(a)to advise the Electoral Commission on the preparation and revision of the Advertising Code,
(b)to adjudicate on alleged breaches of the Advertising Code, and
(c)to oversee the operation of and monitor the effectiveness of the Advertising Code.
(3)In exercising functions under this Part, the Committee must have regard to the importance of freedom of political expression and open democratic debate, and will not determine matters of political opinion unless they fall within the scope of factual claims in electoral advertising.
(4)The Committee is to consist of—
(a)a Chair,
(b)a member nominated by the Electoral Commission,
(c)a member nominated by the Advertising Standards Authority or its successor body,
(d)a member nominated by the Office of Communications, and
(e)a member nominated by the United Kingdom Statistics Authority.
(5)Nothing in this Part limits the powers of the bodies identified in subsection (4) under any other enactment.
(6)The Chair is to be appointed by the Electoral Commission following a fair and open competition conducted in accordance with the Public Appointments Code, with a majority of independent members on the assessment panel and a senior independent panel member.
(7)The appointment of the Chair requires the consent of the Speaker’s Committee on the Electoral Commission, which must not be unreasonably withheld or delayed.
(8)In making the appointment, the Electoral Commission must have regard to the need to secure the independence of the Committee.
(9)A person appointed as Chair holds office—
(a)for a single non-renewable term of five years from the date of appointment, and
(b)in accordance with terms and conditions (including as to remuneration and pension) specified by the Electoral Commission.
(10)The Chair may resign from office by giving written notice to the Electoral Commission.
(11)The Electoral Commission must pay to the Committee the sums determined by the Chair as appropriate for, or in connection with, the carrying out of the Committee’s functions.
(12)The Secretary of State must, within the period of 6 months beginning with the day on which this Act is passed, carry out a consultation on a levy on registered political parties’ election advertising spend for the purpose of funding the Electoral Advertising Code Committee.
(13)In carrying out the consultation, the Secretary of State must consult—
(a)the Electoral Commission,
(b)representatives of registered political parties, and
(c)such other persons as the Secretary of State considers appropriate.”
“Status of the Campaign Code and enforcement of the Advertising Code
(1)Persons engaged in political campaigning must have regard to the Campaign Code.
(2)A registered political party must prepare, publish and keep under review a code of conduct relating to its political campaigning.
(3)A code under subsection (2) must be consistent with the Campaign Code and must in particular include provisions relating to—
(a)honesty in political debate and reasonable efforts to not mislead voters, and
(b)the avoidance of intimidation, harassment or abusive conduct.
(4)The following persons, when engaged in electoral advertising, must comply with the Advertising Code—
(a)registered political parties,
(b)members of the House of Commons,
(c)members of any local authority in any part of the United Kingdom,
(d)members of the Greater London Assembly,
(e)candidates or prospective candidates at a United Kingdom general election, by-election, local authority election, Greater London Authority election or mayoral election,
(f)recognised third parties within the meaning of the Political Parties, Elections and Referendums Act 2000, and
(g)election agents within the meaning of the Representation of the People Act 1983.
(5)The Committee may, by written notice, require a person to provide information or documents reasonably required for the purposes of investigating a suspected breach of the Advertising Code.
(6)A person must comply with a requirement under subsection (5) unless the person has a reasonable excuse.
(7)If, on an application by the Committee, a court is satisfied that a person has failed to comply with a requirement under subsection (5), the court may make an order requiring the person to provide the Committee with—
(a)information referred to in the notice, and
(b)other information which the court is satisfied the Committee requires.
(8)Where the Committee considers that electoral advertising is inconsistent with the Advertising Code, it may take the following steps which it considers reasonable to secure compliance—
(a)issuing a notice requiring the person responsible to amend, withdraw or substantiate the advertising within a specified period,
(b)publishing a formal finding of non-compliance on its website [and in the repository of political adverts],
(c)requiring the publication of a correction, clarification or updated version of the advertising with similar prominence where practicable,
(d)notifying relevant online services or publishers and requesting prompt suspension or removal of advertising during the regulated period, and
(e)referring repeated or serious breaches to the Electoral Commission to impose civil sanctions in accordance with its powers under Schedule 19C to the Political Parties, Elections and Referendums Act 2000.
(9)In deciding whether to impose a civil sanction under subsection (8)(e), the Electoral Commission must have regard to—
(a)the findings and recommendations of the Committee, and
(b)any enforcement action taken in relation to the same conduct under any other enactment.
(10)Where the Electoral Commission imposes a civil sanction following a referral from the Committee, it must publish a notice setting out—
(a)the nature of the breach,
(b)the sanction imposed, and
(c)the reasons for the sanction.
(11)A person on whom a civil sanction is imposed under subsection (8)(e) may appeal in accordance with the appeal provisions under the Political Parties, Elections and Referendums Act 2000.
(12)Failure to comply with the Campaign Code or the Advertising Code does not of itself give rise to criminal liability.”
2. Code of conduct for political campaigning amendment
“Code of Conduct for Political Campaigning
(1)The Electoral Commission must prepare and publish a Code of Conduct for Political Campaigning (“the Campaign Code”).
(2)The Campaign Code must set out principles and guidance relating to political campaigning and must in particular include provisions relating to—
(a)honesty in political debate and reasonable efforts to not mislead voters, and
(b)the avoidance of intimidation, harassment or abusive conduct.
(3)In this section “political campaigning” means any conduct, communications or other activity which can reasonably be regarded as intended, directly or indirectly, to influence public support for, or opposition to—
(a)a registered political party,
(b)a candidate or prospective candidate at a general election, by-election, local election or mayoral election, or
(c)an outcome in a referendum.
(4)Before preparing or revising the Campaign Code, the Electoral Commission must carry out such consultation as it considers appropriate and must in particular consult—
(a)representatives of parties appointed to the Parliamentary Parties Panel in accordance with section 4 (parliamentary parties panel) of the Political Parties, Elections and Referendums Act 2000, and
(b)such other persons as the Electoral Commission considers appropriate.
(5)The Electoral Commission may revise the Campaign Code from time to time, and subsections (1) to (4) apply to a revised Campaign Code as they apply to the original.
(6)Electoral advertising as defined in this Part is regulated under the Electoral Advertising Code of Practice and subject to enforcement by the Electoral Advertising Code Committee.
(7)This Part applies in relation to elections and referendums for which provision may be made by an Act of the United Kingdom Parliament.”
