Reform UK significantly increased its spending on Facebook advertisements in the final weeks of the May election campaign, nearly matching Labour's expenditure, according to an analysis by the Who Targets Me campaign group. The party spent £252,000 through its main Facebook pages in the last two weeks before the election, compared with Labour's £276,000.
The spending was highly centralised, with most funds channelled through just two pages: the main Reform UK page and Nigel Farage's page. In contrast, Labour's spending was spread across its main page and those of its Welsh, Scottish and regional parties. The Conservatives were a distant third, spending only £76,000 on Meta platforms during the same period, narrowly ahead of the Scottish National Party (£75,000) and the Greens (£74,000).
Reform also adopted more sophisticated targeting, including local ads that claimed to show the party as the main challenger to incumbents. In Scotland, ads targeted the SNP, while in Wales, voters were warned about a potential Labour-Plaid Cymru coalition. Sam Jeffers, founder of Who Targets Me, noted that Reform had "dramatically upped its game" with professional targeting and increased financial resources.
The party's online efforts follow a surge in donations, including £5.5m raised in the last quarter of 2025, more than any other party. Major donors included crypto investor Christopher Harborne, who contributed £3m, and JC Bamford Excavators, which donated £200,000. When all associated accounts were included, Labour outspent Reform £653,427 to £290,000, and the Conservatives also slightly exceeded Reform's total.
