Voters have reacted angrily to a series of prominent adverts taken out by Reform UK on polling day, including takeovers of both the print and online editions of the London Standard.
The black-and-yellow graphic showing the back of Keir Starmer’s head with the slogan “Vote Reform: Get Starmer Out” capitalised on the party’s central theme throughout the campaign: making mileage out of the unpopularity of the prime minister.
Media sources estimated that the total cost of buying up the newspaper’s front page was approximately £50,000, although the Standard does not make its rate public.
However, by focusing on a national issue – as the party has also done in its direct mail campaign – Reform is able to sidestep the local spending limit, usually between £3,000 and £4,000 for a ward of 10,000 people.
There is also no reporting mechanism for this type of spend, meaning the party never has to declare it. Shaun Roberts, director of campaigns and digital at Unlock Democracy, said: “If they took out that ad at a general election, it would go into their national expense return, but there is no way of reporting it for a local election, so we won’t ever know.
“It is a long-standing issue, but has never been a problem before because parties don't usually have that much to spend at a national level for locals. However, Reform has been getting these very large donors and they are making the most of it – there is nothing illegal about it.”
This is not the first time Reform has attempted to make a splash in print advertising. During the 2024 election campaign, it spent almost £1.3m on ads in right-wing media outlets including the Daily Mail, the Sun and the Daily Express, according to the Electoral Commission.
However, awash with more cash, thanks to the £12m donated by Christopher Harborne, the party is able to take a punt in areas where previously it has never enjoyed much electoral success – including London.
The advert provoked widespread criticism as word spread online. One social media user posted: “No party should be buying the cover of a newspaper. The Standard should be ashamed.”
Another added: “More questions need to be asked about where Reform is getting the money to buy ads like these.”
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A further post said: “Given broadcasters are expressly forbidden from saying anything even remotely political today, it strikes me as extraordinary that this is legal.”
Others branded the move, which is permitted within the UK’s electoral laws, “disgraceful” and “absolutely grim”.
The Standard advertisement was not Reform’s only foray into print media. The party has taken several adverts out in Welsh newspapers, including earlier this month the Western Telegraph and the Powys County Times.
Meanwhile, a full-page advert in the London freesheet Metro in March, urging potential candidates to stand for Reform, would have cost the party up to £26,000, based on the paper’s advertising rates.
Reform’s spokesman said: “Reform UK always complies with the electoral law.”