The Advertising Standards Authority (ASA) has delivered a sharp rebuke to Nigel Farage's Reform UK party over misleading campaign advertisements that prematurely declared local councillor Sarah Pochin as their "new MP" for the Cheshire constituency.
Two separate Facebook ads, seen in April 2024, sparked multiple complaints to the advertising watchdog for presenting Pochin's election as a fait accompli before voters had even cast their ballots in the Middlewich and Holmes Chapel areas.
Deceptive Claims Under Scrutiny
Reform UK defended their controversial advertisements, arguing they were intended to showcase Pochin as their "prospective MP" and represented legitimate political campaigning. However, the ASA remained unconvinced by this justification.
The regulatory body concluded that ordinary social media users would interpret the phrase "new MP" as indicating Pochin had already secured the parliamentary seat, creating a fundamentally misleading impression about her actual political status at the time.
Broader Pattern of Controversy
This isn't the first time Reform UK has faced scrutiny over its advertising practices. The party previously received warnings for similar infractions, including ads that improperly used the Electoral Commission's logo without authorisation.
The ASA's ruling highlights growing concerns about the boundaries of political marketing in the digital age, where social media platforms enable rapid dissemination of campaign messages that sometimes stretch factual accuracy.
Regulatory Consequences
While the advertisements have since been removed, the ASA has issued a clear directive to Reform UK: future marketing communications must not misleadingly imply electoral success before results are officially declared. The party must ensure their political messaging maintains transparency and accuracy.
This ruling comes at a sensitive time for Reform UK as they seek to establish themselves as a major force in British politics under Nigel Farage's leadership, making compliance with advertising standards particularly crucial for their credibility.
