A TikTok clip of Andy Burnham entering Downing Street on his first day as Prime Minister has been blasted as an 'embarrassment' by social media users. The seven-second video, posted on the Government's official TikTok account on Monday, July 20, shows Burnham walking up to the door of No.10 before a doorman opens it as he strides in to shake hands with staff. The clip is narrated in the style of the ITV matchmaking series Love Island, with a woman with a northern accent saying: 'This week, a hot new bombshell enters the villa.' It is accompanied by the song 'Don't Call Me Up' by Mabel.
Users call clip 'unprofessional' and 'inappropriate'
The video quickly attracted over 170 comments, with the vast majority being negative. User chriszimswe simply commented: 'What an embarrassment.' Fellow TikTok user cruz dismissed the clip as 'unprofessional,' adding that while it might make sense for the Labour Party to post it, it was not appropriate for the official Government of the United Kingdom. 'It's not a joke,' they added.
TikTok user klb411983 asked: 'Are you joking? How is this appropriate?' while ellieelh commented: 'The Government is so unserious.' Another user wrote: 'We are a joke FFS (for f***'s sake),' and a sixth user asked: 'What the f*** did I just watch?'
Comparisons to Love Island and political instability
Evawithane noted that British prime ministers now have the same longevity as Love Island contestants, with Burnham becoming the UK's seventh PM in 10 years. While most reactions were critical, a few users saw the funny side. The Cheshire Set commented: 'This is actually the best post you've ever done!'
The clip also sparked calls for the Government itself to be banned from social media, rather than the proposed ban on under-16s using platforms. TikTok user Atlas wrote: 'I think someone needs to ban social media for THEM, not us.'
Background of criticism over communications strategy
This is not the first time the Labour Government's communications strategy has faced backlash. The Government has been trying to modernise its social media presence to reach younger audiences, but efforts have had mixed results. In May, the Department for Education sparked controversy over a collaboration with TV reality star Gemma Collins, who featured in clips promoting post-16 education. Then education secretary Bridget Phillipson defended the move to the BBC, saying Collins could reach people politicians cannot, after criticism from special educational needs campaigners.
