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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

BADRY3 CONSERVATIVE PARTY advert in 1978 produced by the Saatchi & Saatchi agency
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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
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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 Conservative Central Office unveiled their latest pre-election campaign weapon, a poster depicting Tony Blair with demonic eyes.
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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

Labour's latest election poster behind Millbank Tower in London. The poster depicts Tory leader William Hague's face, with the hair style of former Tory Premier, Margaret Thatcher.
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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

Foreign Secretary David Miliband (left) and his brother Secretary of State for Energy and Climate Change Ed Miliband, during the launch of their party's latest poster campaign, in Basildon, Essex, depicting Conservative Party leader David Cameron as TV detective Gene Hunt, designed to revive memories of 1980's social unrest and youth unemployment.
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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

Conservative Party campaign posters outside Granada TV Studios in Manchester, where Labour Party leader Ed Miliband launched his party's manifesto.
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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

Brexit Bus
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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
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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.

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Heidi Alexander says ‘fairness’ will be government’s ‘guiding principle’ when it comes to taxes at next budget

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Heidi Alexander says 'fairness' will be government's 'guiding principle' when it comes to taxes at next budget

Another hint that tax rises are coming in this autumn’s budget has been given by a senior minister.

Speaking to Sunday Morning with Trevor Phillips, Transport Secretary Heidi Alexander was asked if Sir Keir Starmer and the rest of the cabinet had discussed hiking taxes in the wake of the government’s failed welfare reforms, which were shot down by their own MPs.

Trevor Phillips asked specifically if tax rises were discussed among the cabinet last week – including on an away day on Friday.

Politics Hub: Catch up on the latest

Tax increases were not discussed “directly”, Ms Alexander said, but ministers were “cognisant” of the challenges facing them.

Asked what this means, Ms Alexander added: “I think your viewers would be surprised if we didn’t recognise that at the budget, the chancellor will need to look at the OBR forecast that is given to her and will make decisions in line with the fiscal rules that she has set out.

“We made a commitment in our manifesto not to be putting up taxes on people on modest incomes, working people. We have stuck to that.”

Ms Alexander said she wouldn’t comment directly on taxes and the budget at this point, adding: “So, the chancellor will set her budget. I’m not going to sit in a TV studio today and speculate on what the contents of that budget might be.

“When it comes to taxation, fairness is going to be our guiding principle.”

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Afterwards, shadow home secretary Chris Philp told Phillips: “That sounds to me like a barely disguised reference to tax rises coming in the autumn.”

He then went on to repeat the Conservative attack lines that Labour are “crashing the economy”.

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Chris Philp also criticsed the government’s migration deal with France

Mr Philp then attacked the prime minister as “weak” for being unable to get his welfare reforms through the Commons.

Discussions about potential tax rises have come to the fore after the government had to gut its welfare reforms.

Sir Keir had wanted to change Personal Independence Payments (PIP), but a large Labour rebellion forced him to axe the changes.

With the savings from these proposed changes – around £5bn – already worked into the government’s sums, they will now need to find the money somewhere else.

The general belief is that this will take the form of tax rises, rather than spending cuts, with more money needed for military spending commitments, as well as other areas of priority for the government, such as the NHS.

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Justice system ‘frustrating’, Met Police chief says – as he admits London’s ‘shameful’ racism challenge

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Justice system 'frustrating', Met Police chief says - as he admits London's 'shameful' racism challenge

It is “shameful” that black boys growing up in London are “far more likely” to die than white boys, Metropolitan Police chief Sir Mark Rowley has told Sky News.

In a wide-ranging interview with Sunday Morning with Trevor Phillips, the commissioner said that relations with minority communities are “difficult for us”, while also speaking about the state of the justice system and the size of the police force.

Sir Mark, who came out of retirement to become head of the UK’s largest police force in 2022, said: “We can’t pretend otherwise that we’ve got a history between policing and black communities where policing has got a lot wrong.

“And we get a lot more right today, but we do still make mistakes. That’s not in doubt. I’m being as relentless in that as it can be.”

He said the “vast majority” of the force are “good people”.

However, he added: “But that legacy, combined with the tragedy that some of this crime falls most heavily in black communities, that creates a real problem because the legacy creates concern.”

Sir Mark, who also leads the UK’s counter-terrorism policing, said black boys growing up in London “are far more likely to be dead by the time they’re 18” than white boys.

“That’s, I think, shameful for the city,” he admitted.

“The challenge for us is, as we reach in to tackle those issues, that confrontation that comes from that reaching in, whether it’s stop and search on the streets or the sort of operations you seek.

“The danger is that’s landing in an environment with less trust.

“And that makes it even harder. But the people who win out of that [are] all of the criminals.”

Met Police Commissioner Sir Mark Rowley said racism is still an issue in the force
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Met Police Commissioner Sir Mark Rowley

The commissioner added: “I’m so determined to find a way to get past this because if policing in black communities can find a way to confront these issues, together we can give black boys growing up in London equal life chances to white boys, which is not what we’re seeing at the moment.

“And it’s not simply about policing, is it?”

Sir Mark said: “I think black boys are several times more likely to be excluded from school, for example, than white boys.

“And there are multiple issues layered on top of each other that feed into disproportionality.”

‘We’re stretched, but there’s hope and determination’

Sir Mark said the Met is a “stretched service” but people who call 999 can expect an officer to attend.

“If you are in the middle of a crisis and something awful is happening and you dial 999, officers will get there really quickly,” Sir Mark said.

“I don’t pretend we’re not a stretched service.

“We are smaller than I think we ought to be, but I don’t want to give a sort of message of a lack of hope or a lack of determination.”

“I’ve seen the mayor and the home secretary fighting hard for police resourcing,” he added.

“It’s not what I’d want it to be, but it’s better than it might be without their efforts.”

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How police tracked and chased suspected phone thief

‘Close to broken’ justice system facing ‘awful’ delays

Sir Mark said the criminal justice system was “close to broken” and can be “frustrating” for police officers.

“The thing that is frustrating is that the system – and no system can be perfect – but when the system hasn’t managed to turn that person’s life around and get them on the straight and narrow, and it just becomes a revolving door,” he said.

“When that happens, of course that’s frustrating for officers.

“So the more successful prisons and probation can be in terms of getting people onto a law-abiding life from the path they’re on, the better.

“But that is a real challenge. I mean, we’re talking just after Sir Brian Leveson put his report out about the close-to-broken criminal justice system.

“And it’s absolutely vital that those repairs and reforms that he’s talking about happen really quickly, because the system is now so stressed.”

Giving an example, the police commissioner went on: “We’ve got Snaresbrook [Crown Court] in London – it’s now got more than 100 cases listed for 2029.”

Sir Mark asked Trevor Phillips to imagine he had been the victim of a crime, saying: “We’ve caught the person, we’ve charged him, ‘great news, Mr Phillips, we’ve got him charged, they’re going to court’.

“And then a few weeks later, I see the trial’s listed for 2029. That doesn’t feel great, does it?”

Asked about the fact that suspects could still be on the streets for years before going to trial, Sir Mark conceded it’s “pretty awful”.

He added: “If it’s someone on bail, who might have stolen your phone or whatever, and they’re going in for a criminal court trial, that could be four years away. And that’s pretty unacceptable, isn’t it?”

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Leveson explains plans to fix justice system

Challenge to reform the Met

The Met chief’s comments come two years after an official report found the force is institutionally racist, misogynistic and homophobic.

Baroness Casey was commissioned in 2021 to look into the Met Police after serving police officer Wayne Couzens abducted, raped and murdered Sarah Everard.

She pinned the primary blame for the Met’s culture on its past leadership and found stop and search and the use of force against black people was excessive.

At the time, Sir Mark, who had been commissioner for six months when the report was published, said he would not use the labels of institutionally racist, institutionally misogynistic and institutionally homophobic, which Baroness Casey insisted the Met deserved.

However, London Mayor Sadiq Khan, who helped hire Sir Mark – and could fire him – made it clear the commissioner agreed with Baroness Casey’s verdict.

A few months after the report, Sir Mark launched a two-year £366m plan to overhaul the Met, including increased emphasis on neighbourhood policing to rebuild public trust and plans to recruit 500 more community support officers and an extra 565 people to work with teams investigating domestic violence, sexual offences and child sexual abuse and exploitation.

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UK measles cases rising among children – with leading NHS hospital ‘concerned’

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UK measles cases rising among children - with leading NHS hospital 'concerned'

A leading NHS hospital has warned measles is on the rise among children in the UK, after treating 17 cases since June.

Alder Hey Children’s Hospital in Liverpool said it is “concerned” about the increasing number of children and young people who are contracting the highly contagious virus.

It said the cases it has treated since June were for effects and complications of the disease, which, in rare cases, can be fatal if left untreated.

“We are concerned about the increasing number of children and young people who are contracting measles. Measles is a highly contagious viral illness which can cause children to be seriously unwell, requiring hospital treatment, and in rare cases, death,” the hospital said in a statement to Sky News.

In a separate open letter to parents and carers in Merseyside earlier this month, Alder Hey, along with the UK Health and Security Agency (UKHSA) and directors of Public Health for Liverpool, Sefton and Knowsley, warned the increase in measles in the region could be down to fewer people getting vaccinated.

The letter read: “We are seeing more cases of measles in our children and young people because fewer people are having the MMR vaccine, which protects against measles and two other viruses called mumps and rubella.

“Children in hospital, who are very poorly for another reason, are at higher risk of catching the virus.”

What are the symptoms of measles?

The first symptoms of measles include:

• A high temperature

• A runny or blocked nose

• Sneezing

• A cough

• Red, sore or watery eyes

Cold-like symptoms are followed a few days later by a rash, which starts on the face and behind the ears, before it spreads.

The spots are usually raised and can join together to form blotchy patches which are not usually itchy.

Some people may get small spots in their mouth too.

What should you do if you think your child has measles?

Ask for an urgent GP appointment or call 111 if you think your child has measles.

If your child has been vaccinated, it is very unlikely they have measles.

You should not go to the doctor without calling ahead, as measles is very infectious.

If your child is diagnosed with measles by a doctor, make sure they avoid close contact with babies and anyone who is pregnant or has a weakened immune system.

The skin of a patient after 3 days of measles infection
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The skin of a patient after three days of measles infection

It comes after a Royal College of Paediatrics and Child Health (RCPCH) report released earlier this month determined that uptake of vaccines in the UK has stalled over the last decade and is, in many cases, declining.

It said none of the routine childhood vaccinations have met the 95% coverage target since 2021, putting youngsters at risk of measles, meningitis and whooping cough.

The MMR vaccine has been available through the NHS for years. Two doses gives lifelong protection against measles, mumps and rubella.

File photo of a MMR vaccine
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Two doses of the MMR vaccine give lifelong protection against measles, mumps and rubella. Pic: iStock

According to the latest NHS data, Liverpool was one of the cities outside London with the lowest uptake of the MMR vaccination in 2023-2024.

By the time children were five years old, 86.5% had been give one dose, decreasing to 73.4% for a second dose.

The RCPCH report put the nationwide decline down to fears over vaccinations, as well as families having trouble booking appointments and a lack of continuous care in the NHS, with many seeing a different GP on each visit.

Read more from Sky News:
Met Police chief on London’s ‘shameful’ racism challenge
‘My voice box was removed after NHS missed cancer’

In the US, measles cases are at their highest in more than three decades.

Cases reached 1,288 on Wednesday this week, according to the US Centres for Disease Control and Prevention, with 14 states battling active outbreaks.

The largest outbreak started five months ago in communities in West Texas, where vaccination uptake is low. Since then, three people have died – including two children in Texas and an adult in New Mexico – with dozens more in hospital.

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