Labour ‘attack ads’, the political campaigns that have cut through and their impact on elections
Labour is continuing to face a backlash over its social media posts criticising Rishi Sunak’s record – but the party is far from the first to use so-called dirty tricks to win over voters.
One of the earliest and most famous attack ads was used by Lyndon Johnson against Barry Goldwater in the 1964 US Presidential election.
Known as “Daisy”, the ad showed a little girl plucking petals from a flower before a nuclear blast filled the screen. “These are the stakes. To make a world in which all of God’s children can live”, said a voiceover by Johnson in the background.
The message – that Goldwater’s approach to the Cold War could lead to nuclear annihilation – was not lost on the American people, who voted in Johnson two months later.
The ad pioneered negative political advertising, which soon made its way across the Atlantic.
Here, Sky News looks at some of the most memorable attack ads in British politics – and their impact on elections.
Labour isn’t working
The ‘Labour isn’t working’ campaign is considered one of the most influential attack adverts in British politics
A decade on from Daisy, a 1979 poster for the Conservative Party declaring “Labour isn’t working” heralded the arrival of US-style political advertising in the UK.
Created by Saatchi and Saatchi, the ad showed a picture of a snaking dole queue outside an unemployment office.
The designers planned to use 100 extras but only 20 from the Hendon Young Conservatives showed up – so the effect was achieved by photographing the same people over again and striping them together.
Labour’s Denis Healey denounced this in parliament, claiming that the Conservatives were “selling politics like soap powder”.
But his criticism served only to generate widespread newspaper coverage of the poster- which came to define Margaret Thatcher’s victorious election campaign.
Labour’s tax bombshell
The Conservative’s ’ 1992 Tax Bombshell poster helped secure another election victory
Maurice Saatchi also developed a poster widely credited with swinging the 1992 election in the Conservatives’ favour.
In response to Labour’s budget plans aimed at leaving eight out of ten families better off, the Tories created a giant poster of a bomb and the tagline: “Labour’s tax bombshell: You’d pay £1,250 more tax a year under Labour.”
It tapped into voters’ concerns that Labour’s tax and spending plans would hurt ordinary people, and helped to propel John Major to an unexpected victory.
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Tony Blair’s eyes
The Blair devil eyes campaign created a lot of noise but ultimately didn’t gel with the public
Not all the Conservatives’ attack ads have been successful. The 1997 Tony Blair’s eyes campaign generated many headlines but failed to prevent a Labour landslide victory.
It showed a picture of a smiling Tony Blair with a strip containing his eyes torn away and replaced with demon eyes. “New Labour, New Danger,” ran the slogan beneath.
An ad industry magazine named it their campaign of the year, claiming it had successfully played on public doubts about Mr Blair as well as generating £5m worth of publicity on the back of £125,000 spend.
But the Advertising Standards Authority received 150 complaints, including one from the Bishop of Oxford.
The image also did not gel with voters. Labour won a 179-seat majority at the 1997 election – ending 18 years of Conservative government
Be Afraid
A Labour poster depicting Tory leader William Hague’s face with the hair style of Margaret Thatcher
In previous elections, Labour adverts were generally seen as being one step behind the more ruthless attacks from their opponents.
But that changed when Blair recruited top ad executive Trevor Beattie – whose famous work included the Wonderbra “Hello Boys” poster and French Connection’s “FCUK” campaign.
Beattie was also the brains behind Labour’s 2001 “Be Afraid” posters depicting Tory leader William Hague with Thatcher’s hair at No 10.
While Blair reportedly had concerns the campaign was flippant, his communications director, Alistair Campbell, persuaded him it was funny while making a “really powerful negative point”.
Gene Hunt
This ad backfired on Labour during the 2010 election
Labour rolled up its sleeves again in 2010, with a poster depicting then Tory leader David Cameron as Gene Hunt, the politically incorrect star of Ashes to Ashes.
Cameron was pictured above the words: “Don’t let him take Britain back to the 1980s.”
But the move backfired when the Tories adopted the image and replaced the slogan with: “Fire up the Quattro. It’s time for change.”
Miliband in Salmond’s pocket
In 2015, the Tories ran ads depicting Ed Miliband as being in the pocket of the SNP
In 2015, having lost the 2010 election, Labour said it would not use Cameron in any of its advertising and focus on “issues not personalities”.
But the Tories made no such promise and depicted Ed Miliband in Alex Salmond’s pocket, in posters warning about the threat of an SNP-Labour coalition.
Although Miliband ruled this out, the message cut through to the public and dominated much of the general election debate.
An internal inquiry into Labour’s 2015 election defeat said allowing the Conservatives to raise the threat of the SNP in government impacted the result.
Corbyn ‘chlorinated chicken’
While some political strategists argue negative attacks are key to winning elections, MPs have expressed concern they can drag down standards in public debate, isolating voters.
In September 2019, the Conservatives were accused of “silly playground behaviour” by their own party after launching a campaign depicting Jeremy Corbyn as a chicken over his decision to block an early general election.
The Conservatives’ Twitter account shared a doctored image of the former Labour leader in a chicken suit, with the caption: “Hey (KFC), we’ve found an even bigger chicken than you.”
Brexit bus
Vote Leave’s NHS Brexit Bus claim was one of the most contentious claims during the referendum
Not all of the most memorable political adverts in recent years have been attacks.
The claim that the NHS would get an extra £350m a week if the UK left the EU, emblazoned on the side of a big red bus, was a key element of the successful Vote Leave campaign.
While factually dubious it sent a message to the public that Britain sends a lot of money to Europe that could be spent on domestic issues – something which cut through to ordinary voters.
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As Sky’s political correspondent Rob Powell points out, Labour’s recent controversial claim that Rishi Sunak doesn’t want to see child abusers jailed is a tactic taken straight out of Vote Leave playbook.
Broadly speaking, this works by disseminating dubious and inflammatory content, waiting for a backlash that amplifies the message before sending out spokespeople to stand by the campaign and give it a longer media shelf life.
The result is that amid the maelstrom of outrage and the process of journalists picking apart the accuracy of the suggestions, most ordinary voters only really perceive the core message.
Labour party Tweet
In 2016, that message was that the UK sends a lot of money to the EU.
In Labour’s recent case, it’s that the Tories have gone soft on crime.
UK
Software issue impacts thousands of Airbus planes – as UK passengers warned of potential disruption
Airline passengers have been warned of potential travel disruption after Airbus identified a “significant number” A320 planes impacted by a software issue.
In a statement, the plane maker said: “Analysis of a recent event involving an A320 Family aircraft has revealed that intense solar radiation may corrupt data critical to the functioning of flight controls.
“Airbus has consequently identified a significant number of A320 Family aircraft currently in-service which may be impacted.”
File pic: iStock
It is understood the incident that triggered an unexpected repair involved a JetBlue flight from Cancun, Mexico, to Newark, New Jersey, on 30 October, which suffered a sharp loss of altitude which injured several passengers.
An Airbus spokesperson told Sky News the necessary software change would affect up to 6,000 planes.
They added that for most of the affected aircraft, the required software update would take 2-3 hours. However, some aircrafts would need new hardware to be able to adopt the required software and that those aircraft would be affected for longer.
Travel expert, Simon Calder, said the situation was “very concerning” but that he had full faith in the safety procedures of Airbus and airlines. He went on to say that “aviation remains extraordinarily safe.”
However, he warned that customers may not be entitled to cash compensation if affected by delays, as the issue would be considered out of the control of airlines.
EasyJet, British Airways, Aer Lingus, Lufthansa, American Airlines, Delta and Wizz Air are all affected by the issue.
Airbus told Sky News that it had proactively asked the European Union Aviation Safety Agency (EASA) to issue an air worthiness directive for the affected aircraft.
The issue is affecting A319, A320 and the A321 models. The company said the issue is only affecting A320s that are in service, not aircraft that are due to be delivered.
The UK Civil Aviation Authority said it is likely to mean some disruption and cancellation to flights.
Airbus requested that EASA issue an air worthiness directive. Pic: Reuters
Some airlines will be more affected than others, Colombian airline Avianca has announced that it will close ticket sales for 10 days due to the issue.
In a statement, easyJet said: “As we are expecting this to result in some disruption, we will inform customers directly about any changes to our flying programme tomorrow and will do all possible to minimise the impact.”
American Airlines said the Airbus software issue would impact 340 aircraft and it expects some operational delays due to a major software change requirement.
The airline added that it expects the vast majority of the updates to be completed by “today or tomorrow”, and that they are “intently focused” on limiting cancellations.
Wizz Air said some of its flights over the weekend may be affected, while Air India said the issue could lead to delays.
Indigo, an Indian airline which operates over 150 A320s, said it was proactively completing mandated updates on the affected aircraft.
British Airways told Sky News that only three of its aircraft where affected and that the required fixes will be carried out overnight and are not expected to disrupt its operations.
Aer Lingus is in a similar position, with a limited number of aircraft impacted. The Airline doesn’t expect there to be significant operational disruption, but is taking “immediate steps to complete the required software installations”.
In October, the Airbus A320 family broke a major milestone when it overtook Boeing’s 737 to become the most-delivered jetliner in history.
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Famous names affected by prostate cancer have spoken of their disappointment after mass screening for the illness was not recommended for use on the NHS.
The National Screening Committee (NSC), comprised of doctors and economists, told the government that screening is “likely to cause more harm than good”.
Its decision means the NHS is unlikely to offer mass screening for men over the age of 45.
Six-time Olympic gold-medallist Sir Chris Hoy, former Prime Minister David Cameron, Sir Stephen Fry, actor and author Tony Robinson and journalist Dermot Murnaghan, who have all been diagnosed with the disease, spoke out after today’s decision.
David Cameron, Dermot Murnaghan and Sir Chris Hoy were among those who spoke out. Pic: PA/Shutterstock/AP
In a draft recommendation, the committee said the reason it was “not recommending whole population screening using the prostate specific antigen (PSA) test was that it was likely to cause more harm than good”.
Instead, it proposes a targeted screening programme every two years for men with specific genetic mutations, known as BRCA-1 and BRCA-2, between the ages of 45 and 61.
But Sir Chris, who confirmed last year that his prostate cancer diagnosis was terminal, with doctors giving him two to four years to live, criticised the move.
The former Team GB cyclist, who confirmed in February 2024 that he was undergoing treatment, said: “I am extremely disappointed and saddened by the recommendation announced by the National Screening Committee today to rule against national screening for men at high risk of prostate cancer.
“More than 12,000 men are dying of prostate cancer every year; it is now the UK’s most common cancer in men, with black men at double the risk, along with men with a family history, like myself.
“While introducing regular checks for men carrying the BRCA genes is a very small step forward, it is not enough. I know, first hand, that by sharing my story following my own diagnosis two years ago, many, many lives have been saved.
“Early screening and diagnosis saves lives. I am determined to continue to use my platform to raise awareness, encourage open discussion, raise vital funds for further research and support, and to campaign for change.”
Sir Chris Hoy. Picture: PA
His views were echoed by Lord Cameron, who this month announced he was treated for prostate cancer last year.
Lord Cameron said in a post on X: “I am disappointed by today’s recommendation on prostate cancer screening from the National Committee.
“Targeted screening is a natural first step – but the recommendation today is far too targeted, not including black men or men with a family history, both high-risk groups.
“Prostate cancer is the most common cancer among British men. We are letting down too many men if we don’t push for a wider screening programme that includes all high-risk groups – and not just the men involved, but their families too, who risk losing a loved one unnecessarily. As I know all too well, prostate cancer can be symptomless early on.
“That’s why screening is so essential – catching the cancers early when they can be more effectively and successfully treated, like in my own case.”
Former British Prime Minister David Cameron said he was treated for prostate cancer last year. (AP Photo/Alex Brandon)
Sir Tony, journalist Mr Murnaghan and retired footballer Les Ferdinand also voiced their disappointment after the decision.
Sir Tony, 79, who starred as Baldrick in Blackadder, said: “I’m bitterly disappointed. Getting an early diagnosis for prostate cancer could save your life, but we still have no screening programme for it in the UK.
“I was lucky I found my cancer early, but nearly 10,000 men a year are diagnosed too late for a cure, and that’s just not right.”
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Why prostate cancer screening not being expanded
Broadcaster Mr Murnaghan, 67, added: “With prostate cancer cases higher than they’ve ever been, and the disease dominating the national conversation, I really thought we were heading to an exciting moment here.
“I’m so disappointed that the committee has decided not to recommend screening – it felt about time progress was made for men.”
He added in a statement shared with Sky News: “An acceptable halfway house, would perhaps be to extend screening to black men – and those with a known history of cancer in their family. But clearly a full nationwide screening programme would be best.”
Sir Stephen, who is a Prostate Cancer Research ambassador who revealed in 2018 he had undergone surgery after being diagnosed with the disease, said: “I’m deeply disappointed by today’s news. Men in the UK deserve so much better. Prostate cancer remains the second biggest cancer killer of men in this country, with more than 12,000 dying every year.
“The only way we will make a dent in that appalling statistic is by catching prostate cancer early, before symptoms appear – and the best way to do that is through a screening programme. I hope the country sees sense.”
Retired footballer Les Ferdinand also voiced his concerns over the decision. Pic: Reuters
Mr Ferdinand, whose grandfather died from prostate cancer, added: “I’ve seen members of my family survive prostate cancer, because their cancer was found in time.
“Without a national screening programme, the responsibility to find prostate cancer early and in time for a cure rests entirely on men’s shoulders, and it shouldn’t be this way.
“Black men are at double the risk of prostate cancer and twice as likely to die, and something has to be done.”
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Prostate cancer decision ‘a massive mistake’
Colin McFarlane, an actor who was diagnosed with prostate cancer in 2023, told Sky News presenter Jonathan Samuels the decision was a “massive mistake”.
“I’ve been diagnosed with prostate cancer, but I’m not having any treatment. I have something called active surveillance, so every three months I have a PSA blood test, and then once a year I have an MRI,” he said.
McFarlane said black men over the age of 45 are at high risk, and “should be invited for screening”. He added: “I personally think men over 50 should be invited for screening, because they’re also at risk. I’m concerned now for all the black men out there who are high risk.”
NSC added it did not recommend extensive screening for black men due to a current lack of evidence and data.
The committee also does not recommend targeted screening for men with a family history of the disease, who are also at a higher risk of prostate cancer.
The National Screening Committee is comprised of doctors and economists. File pic: iStock
Health Secretary Wes Streeting said he would consider the findings ahead of March’s final decision, adding that he wanted to see earlier diagnosis and quicker treatment, but that needed to be balanced against “the harms that wider screening could cause to men”.
Professor Sir Mike Richards, a former national cancer director and chairman of the NSC, told a briefing that modelling on PSA shows “whole population screening may lead to a small reduction in prostate cancer deaths, but the very high levels of overdiagnoses” means the harms outweigh the benefits.
Experts are also waiting to see data from a large trial launched by Prostate Cancer UK last week into whether combining PSA with other tests, such as rapid MRI scans, may lead to recommending population-wide screening.
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Why prostate cancer is expected to be left without national screening
Scotland to roll out ‘simple’ genetic test
The trial is looking at the most promising screening techniques available, including PSA blood tests, genetic tests and 10-minute MRI scans, and whether they can be combined for a national screening programme.
The results will be ready within two years, it is hoped.
Mr Streeting added: “In the meantime, we will keep making progress on cutting cancer waiting times and investing in research into prostate cancer detection – in the last 12 months, 193,000 more patients received a diagnosis for suspected cancer on time.
“We are also providing funding to the £42m TRANSFORM trial, which has the potential to revolutionise prostate cancer screening, cutting out harmful side effects and making screening far more accurate.”
A delivery driver who killed a seven-year-old girl in a head-on crash during a dangerous overtake manoeuvre in Lincolnshire has been jailed for six years.
Veselin Dudenski, 39, was out delivering parcels when his white Citroen Relay van struck a blue Kia Rio carrying Elsie Gascoigne in the back seat.
The incident happened in Metheringham Heath Lane, Nocton, on the evening of 3 January this year.
Elsie died the next day in hospital.
Her father, who was driving the car and had taken her shopping and to McDonald’s before the crash, suffered fractures to his breast bone, lower back and arm, including a “major injury with significant long-term implications”.
The defendant, a professional van and lorry driver for 17 years, was banned from driving for eight years during Friday’s sentencing at Lincoln Crown Court.
Veselin Dudenski. Pic: Lincolnshire Police/PA
Dudenski, who the court heard has a young child, is likely to face automatic deportation as he is a foreign national.
He pleaded guilty at an earlier hearing to causing death by dangerous driving and causing serious injury by dangerous driving in relation to Elsie’s father.
Prosecutor Claire Holmes told the court: “[The defendant] made a dangerous overtake of an unknown vehicle. At the time he overtook this vehicle, he was approaching a hidden dip in the road.
“There were warnings of the dip, namely a road sign and road markings. A careful and competent driver should have been fully aware of the hidden dip.”
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She said a warning sign about a hidden dip stood 425m from the crash site and noted if the defendant had waited to overtake, he would have seen the oncoming Kia.
The hearing was attended by members of Elsie’s family.
In a statement read to the court, Elsie’s parents said she was “bright, loving, funny and full of life”.
“Losing Elsie is not just the loss of a child, it’s the loss of our entire future,” they said.
“We have lost her laughter, her dreams and everything she would have become.”
Defending Dudenski, Charles Myatt told the court the defendant believed the road was clear as he started the overtake.
Mr Myatt said the defendant was usually a “decent, law-abiding driver” who made a “catastrophic error of judgement”.
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