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There was general agreement at the Institute for Government’s Annual conference last week that it would be a good thing for Britain if this year’s election campaign is not “dirty”.

This highfalutin notion was shot down in seconds with equally universal assumption by the assembled politicians and policy wonks that “that is not going to happen”.

A clean campaign would concentrate on policies and competence.

A dirty campaign is built around slurs, distortions and untruths, with those competing for votes slinging mud at each other.

A lot of factors, headed by booming social media, are coming together to suggest that this year we may see one of the dirtiest election campaigns ever.

The IFG delegates had to wait less than a day for their forebodings to come true. There might have been a lot to talk about at Prime Minister’s Questions.

The Rwanda (Asylum and Immigration) bill struggling through parliament. The world order threatened by ongoing conflicts in Ukraine, Gaza, Israel and the Red Sea.

Record NHS waiting lists are the public’s number one concern. The chancellor is contemplating two rounds of tax cuts.

But no, the leader of the opposition chose to exchange personal insults, much of it based on dubious content circulating on smartphones.

Rishi Sunak  during PMQs
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Rishi Sunak responds to Sir Keir Starmer during PMQs. Pic: Sky News Screengrab

Fair’s fair, Sir Keir Starmer started it this time, but Rishi Sunak had a well-stocked pile to fling back.

Starmer opened up referring to a couple of brief unofficial clips posted online. One showing the prime minister “collapsing in laughter when he was asked by a member of the public about the NHS waiting lists”.

The other “accidentally record[ing] a candid video for Nigel Farage“.

Sunak, who seldom passes up a chance to brand Starmer as a lefty London lawyer, shot back that he is “the man who takes the knee, who wanted to abolish the monarchy, and who still does not know what a woman is”.

Previously Starmer “chose to represent a now-proscribed terrorist group” Hizb ut-Tahrir, and “served” Jeremy Corbyn.

Keir Starmer during PMQs
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Sir Keir Starmer during PMQs. Pic: Sky News Screengrab

Both men knew that the insults they were sticking on each other were essentially unjustified distortions of the other, but that was what they chose to put on the national agenda at the most scrutinized moment of the political week.

Starmer has explicitly changed his party and his previous positions.

Under scrutiny, he has clarified and explained each of the specific acts detailed. It is a core principle of British justice that advocates are not surrogates for their clients.

Sunak was not laughing at the people he was talking to and spoke to them properly after the end of the clip.

The alleged greeting to Farage was repurposing an online meme which allows any name, in this case “Nigel”, to be put into the prime minister’s mouth.

Neither Sunak nor Starmer are classic alpha males.

Sunak comes across as a whiny or petulant geek, Starmer seems hesitant, overcautious and inclined to blame others.

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Starmer pushes PM on childcare. Pic: Sky News Screengrab

Perhaps this is why they feel the need to overcompensate by acting rough and tough. Sir Ed Davey, the Liberal Democrat leader, also has his moments of fabricated machismo.

The leaders set the tone and their petulance has been picked up in the campaigning efforts of their underlings and supporters.

Prime minister Boris Johnson took up an online distortion that Starmer had failed, when he was director of public prosecutions, to take action against Jimmy Savile.

This prompted the senior Downing Street aide Munira Mirza to resign protesting that this was “not the normal cut and thrust of politics”.

It soon would be. Labour cited Johnson’s attack as justification for their later personalised digital poster attacks on Rishi Sunak including the smear that he “doesn’t think adults convicted of sexually abusing children should go to prison”.

Labour attack ad on Rishi Sunak
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Labour published an attack advert on social media targeting Rishi Sunak last year. Pic: Labour/X

Since then Keir Starmer has gone out of his way not to back down or apologise; following the code of the playground he promises to punch back hard against any attacks.

At the start of election year he rejected an invitation from Beth Rigby to take up Michelle Obama’s famous recommendation: “When they go low, we go high”.

Instead, he told Sky News’ political editor: “If they want to go with fire, we will meet their fire with fire”.

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‘We will meet their fire with fire’

Donald Trump crafts insults – Lyin’ Ted, Sleepy Joe, Ron DeSanctimonious – with cruel genius and gets away with fabulations.

There is only one Trump; honest political strivers should not try to copy him.

Opinion polls after personalised attacks usually show that support for both sides goes down, though more for the target than the attacker.

This should give all the party leaders something to think about, especially since public respect for politicians is at a record low and a low or differential turnout could be a major factor.

Starmer needs to mobilise enthusiasm for his leadership, not dent it. Sunak’s standing is already low and doesn’t want to drop further.

Labour's latest Sunak attack ad
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Labour’s attack advert targeting Sunak was published on the Conservative Home website earlier this year. Pic: Conservative Home

This government raised spending limits for the election campaign to £35m. Much of it will go on direct messaging to voters – which is harder to police than election broadcasts and billboards.

During the 2019 campaign, the Conservatives spent over a million on Facebook, much of it on messages disparaging Jeremy Corbyn.

Both Labour and Conservatives are already spending over a million a month on Facebook advertising.

Then there is what partisan supporters choose to put up on social media independently.

Labour has already advised its supporters to use humour.

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Even without explicitly taking sides humourists such as Coldwar Steve and Trumpton, liked and retweeted, can make some political weather, often by lowering the tone.

Political propagandising is much more equal opportunity than it used to be. Anyone can post.

On the other hand, the newspapers and other mainstream media no longer have a near monopoly.

In 1997 when The Sun ran its famous “Nightmare on Kinnock Street” and “Will the Last Person to Leave Britain Please Turn Off the Lights” attacks on Labour, the paper’s circulation was 3.9 million.

The Conservative Party display their new poster campaign by driving them past the Houses of Parliament in central London.
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The Conservative Party’s poster campaign attacking Gordon Brown during the 2010 election. Pic: PA

Read more from Sky News:
No clear alternative to Sunak as party leader among 2019 Tory voters, poll suggests
Post-Brexit trade talks with Canada paused amid row over beef and cheese

The last official figures released were 1.2 million in 2020.

Poster launches used to be major events in political campaigning, but who would bother with them today?

There are some worthwhile lessons to be learned from the classics.

The Saatchi brothers are celebrated for their attacking of billboards: Labour isn’t working, Labour’s tax bombshell and Labour’s Policy on Arms (showing a combat soldier surrendering hands up).

Each of these were masterpieces of wit and effort compared to the Conservatives’ adoption of the BBC newsreader caught giving the finger for “Labour when you ask for their plans to tackle immigration”.

The Saatchis’ best work riffed with precision on policy rather than personal insults.

When the Conservatives tried that with their “New Labour, New Danger” demon eyes poster it misfired; it was difficult to convincingly portray Blair as a devil when other Conservative sources were attacking him as an inexperienced Bambi.

The Conservative Central Office unveiled their latest pre-election campaign weapon, a poster depicting Tony Blair with demonic eyes.
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The Conservative Central Office’s 1996 poster depicting Tony Blair with demonic eyes. Pic: Conservative Central Office

Labour boobed depicting Cameron as a cute bicycling chameleon.

The most effective attacks at PMQs cut directly to the political issues facing the voters, rather than scuffling around in their past record for something compromising.

Mrs Thatcher struck directly and seemingly spontaneously at Michael Foot: “Afraid of an election is he? Afraid? Frightened? Frit?”.

“Weak, weak, weak,” Tony Blair gutted John Major. “You were the future once.”

Sunak, Starmer and their teams of advisors have yet to produce anything as authentic.

Something which would crystallise the political moment.

Instead, they and we can look forward to a year in the dirt as they scrabble around trying to find it.

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Diogo Jota: Liverpool players join mourners as Premier League star and his brother Andre Silva buried in Portugal

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Diogo Jota: Liverpool players join mourners as Premier League star and his brother Andre Silva buried in Portugal

Liverpool players past and present have joined the family and friends of Diogo Jota and his brother Andre Silva for their funeral in Portugal.

A service was held in the Igreja Matriz de Gondomar church in their hometown of Gondomar near Porto in northern Portugal on Saturday morning.

Mourners lined the streets and some in the crowd clapped as the brothers’ coffins were carried into the church.

The funeral – in pictures


Liverpool's captain Virgil van Dijk arrives on the day of the funeral ceremony of Liverpool's Portuguese soccer player Diogo Jota and his b
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Liverpool’s captain Virgil van Dijk. Pic: Reuters

Liverpool's Ryan Gravenberch and Cody Gakpo (right) arrive at the funeral of Diogo Jota and Andre Silva
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Liverpool’s Ryan Gravenberch and Cody Gakpo (right) arrive at the funeral of Diogo Jota and Andre Silva. Pic: PA

Jota, 28, leaves behind his wife of only 11 days, Rute Cardoso, and three young children.

His younger brother, 25, was an attacking midfielder for Penafiel in the second tier of Portuguese football.

Liverpool manager Arne Slot, captain Virgil Van Dijk and teammates including Andy Robertson, Conor Bradley, Ryan Gravenberch, Cody Gakpo, Curtis Jones, Darwin Nunez and Joe Gomez were seen at the service.

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Former teammates Jordan Henderson, James Milner and Fabinho were also there.

Van Dijk carried a red wreath with Jota’s number 20, while Robertson had a wreath featuring number 30, Silva’s number at Penafiel.

Diogo Jota funeral
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Manchester United and Portugal player Bruno Fernandes. Pic: PA


Liverpool's captain Virgil van Dijk and Liverpool's player Andrew Robertson arrive on the day of the funeral ceremony of Liverpool's Portug
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Liverpool’s captain Virgil van Dijk and Liverpool’s player Andrew Robertson. Pic: Reuters

Some of Jota’s teammates in the Portuguese national side also attended, including Bruno Fernandes, of Manchester United, Ruben Dias and Bernardo Silva, of Manchester City, Joao Felix and Renato Veiga, of Chelsea, Nelson Semedo, from Wolves, Joao Moutinho and Rui Patricio.

Ruben Neves was one of the pallbearers after flying in from Florida where he played for Al Hilal in the Club World Cup quarter-final on Friday night.

‘More than a friend’

In a post published on Instagram before the service, he told Jota he had been “more than a friend, we’re family, and we won’t stop being that way just because you’ve decided to sign a contract a little further away from us!”

Jota’s fellow Liverpool midfielder, Alexis Mac Allister, said on Instagram: “I can’t believe it. I’ll always remember your smiles, your anger, your intelligence, your camaraderie, and everything that made you a person. It hurts so much; we’ll miss you. Rest in peace, dear Diogo.”

Porto FC president Andre Villas-Boas and Portugal national team manager Roberto Martinez were also in attendance.

‘With us forever’

Speaking after the ceremony, Martinez said the period since their deaths had been “really, really sad days, as you can imagine, but today we showed we are a large, close family.

“Their spirit will be with us forever.”

The service was private, but the words spoken by the Bishop of Porto, Manuel Linda, were broadcast to those standing outside the church.

He told Jota’s children, who were not at the service, that he was praying for them specifically, as well as their mother and grandparents.

“There are no words, but there are feelings,” he said, adding: “We also suffer a lot and we are with you emotionally.”

The brothers died after a Lamborghini they were travelling in burst into flames following a suspected tyre blowout in the early hours of Thursday morning.

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No other vehicles are said to have been involved in the incident.

Liverpool have delayed the return of their players for pre-season following Jota’s death and players past and present paid tribute to him and his brother on social media.

Flowers have been left outside Anfield, where flags have been lowered to half-mast and all club shops, museums and tours have been closed until Monday.

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Rachel Reeves hints at tax rises in autumn budget after welfare bill U-turn

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Rachel Reeves hints at tax rises in autumn budget after welfare bill U-turn

Rachel Reeves has hinted that taxes are likely to be raised this autumn after a major U-turn on the government’s controversial welfare bill.

Sir Keir Starmer’s Universal Credit and Personal Independent Payment Bill passed through the House of Commons on Tuesday after multiple concessions and threats of a major rebellion.

MPs ended up voting for only one part of the plan: a cut to universal credit (UC) sickness benefits for new claimants from £97 a week to £50 from 2026/7.

Initially aimed at saving £5.5bn, it now leaves the government with an estimated £5.5bn black hole – close to breaching Ms Reeves’s fiscal rules set out last year.

Read more:
Yet another fiscal ‘black hole’? Here’s why this one matters

Success or failure: One year of Keir in nine charts

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Rachel Reeves’s fiscal dilemma

In an interview with The Guardian, the chancellor did not rule out tax rises later in the year, saying there were “costs” to watering down the welfare bill.

“I’m not going to [rule out tax rises], because it would be irresponsible for a chancellor to do that,” Ms Reeves told the outlet.

More on Rachel Reeves

“We took the decisions last year to draw a line under unfunded commitments and economic mismanagement.

“So we’ll never have to do something like that again. But there are costs to what happened.”

Meanwhile, The Times reported that, ahead of the Commons vote on the welfare bill, Ms Reeves told cabinet ministers the decision to offer concessions would mean taxes would have to be raised.

The outlet reported that the chancellor said the tax rises would be smaller than those announced in the 2024 budget, but that she is expected to have to raise tens of billions more.

It comes after Ms Reeves said she was “totally” up to continuing as chancellor after appearing tearful at Prime Minister’s Questions.

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Why was the chancellor crying at PMQs?

Criticising Sir Keir for the U-turns on benefit reform during PMQs, Conservative leader Kemi Badenoch said the chancellor looked “absolutely miserable”, and questioned whether she would remain in post until the next election.

Sir Keir did not explicitly say that she would, and Ms Badenoch interjected to say: “How awful for the chancellor that he couldn’t confirm that she would stay in place.”

In her first comments after the incident, Ms Reeves said she was having a “tough day” before adding: “People saw I was upset, but that was yesterday.

“Today’s a new day and I’m just cracking on with the job.”

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Reeves is ‘totally’ up for the job

Sir Keir also told Sky News’ political editor Beth Rigby on Thursday that he “didn’t appreciate” that Ms Reeves was crying in the Commons.

“In PMQs, it is bang, bang, bang,” he said. “That’s what it was yesterday.

“And therefore, I was probably the last to appreciate anything else going on in the chamber, and that’s just a straightforward human explanation, common sense explanation.”

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Diogo Jota and Andre Silva’s funeral in pictures

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Diogo Jota and Andre Silva's funeral in pictures

The family and friends of Diogo Jota and his brother Andre Silva have been joined by Liverpool stars past and present and other Portuguese players at the pair’s funeral near Porto.

The Liverpool forward, 28, and his brother died in a car crash in Spain on Thursday.

Pictures below show the funeral at the Igreja Matriz de Gondomar church in the town of Gondomar near Porto. Click here for our liveblog coverage of the day’s events.

Jota's wife Rute Cardoso arrives for the funeral of him and his brother his brother Andre Silva. Pic: Reuters
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Diogo Jota’s wife Rute Cardoso arrives for the funeral of him and his brother Andre Silva. Pic: Reuters


Liverpool's captain Virgil van Dijk and Liverpool's player Andrew Robertson arrive on the day of the funeral ceremony of Liverpool's Portug
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Liverpool players Virgil van Dijk and Andrew Robertson arrive for the funeral. Pic: Reuters

Liverpool's captain Virgil van Dijk and Liverpool's player Andrew Robertson arrive for the funeral of Diogo Jota. Pic: Reuters
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Van Dijk carried a wreath with Jota’s number 20 while Andrew Robertson’s had a 30 for Andre Silva. Pic: Reuters


Liverpool's captain Virgil van Dijk arrives on the day of the funeral ceremony of Liverpool's Portuguese soccer player Diogo Jota and his b
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Liverpool captain Virgil van Dijk. Pic: Reuters

Portugal's Ruben Neves arrives at the funeral of Diogo Jota and Andre Silva being held at Igreja Matriz de Gondomar in the town of Gondomar near Porto. The Liverpool and Portugal forward died along with his younger brother Andre Silva in the accident in Zamora on Thursday morning. Picture date: Saturday July 5, 2025. PA Photo. Photo credit should read: PA Wire.
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Portugal player Ruben Neves arrives at the funeral. Pic: PA

Liverpool's Joe Gomez and Arne Slot arrive at the funeral of Diogo Jota and Andre Silva being held at Igreja Matriz de Gondomar in the town of Gondomar near Porto. The Liverpool and Portugal forward died along with his younger brother Andre Silva in the accident in Zamora on Thursday morning. Picture date: Saturday July 5, 2025. PA Photo. Photo credit should read: PA Wire.
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Liverpool’s Joe Gomez and manager Arne Slot arrive at the funeral of Diogo Jota and Andre Silva. Pic; PA

Liverpool's Ryan Gravenberch and Cody Gakpo (right) arrive at the funeral of Diogo Jota and Andre Silva
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Liverpool’s Ryan Gravenberch and Cody Gakpo (right) arrive at the funeral of Diogo Jota and Andre Silva

Manchester City and Portugal player Bernardo Silva arrives at the funeral of Diogo Jota and Andre Silva being held at Igreja Matriz de Gondomar in the town of Gondomar near Porto. The Liverpool and Portugal forward died along with his younger brother Andre Silva in the accident in Zamora on Thursday morning. Picture date: Saturday July 5, 2025. PA Photo. Photo credit should read: PA Wire.
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Manchester City and Portugal player Bernardo Silva arrives at the funeral. Pic: AP

The coffins of Diogo Jota and Andre Silva are brought into the Igreja Matriz de Gondomar in the town of Gondomar near Porto. The Liverpool and Portugal forward died along with his younger brother Andre Silva in the accident in Zamora on Thursday morning. Picture date: Saturday July 5, 2025. PA Photo. Photo credit should read: PA Wire.
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The coffins are carried to the church. Pic: PA

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Miguell Rocha played with Jota for around ten years with Gondomar Sport Clube in Portugal.

People line up as they wait to enter at a church where the bodies of Liverpool forward Diogo Jota and his brother Andr.. Silva have been brought for a wake and funeral in Gondomar, near Porto, Portugal, on Friday, July 4, 2025. (AP Photo/Manu Fernandez)
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People line up to enter the church. Pic: AP


Pallbearers carry the coffins of Liverpool's Portuguese soccer player Diogo Jota and his brother Andre Silva, who died in a car crash near
Image:
Pallbearers carry the coffins of Diogo Jota and his brother Andre Silva

Pallbearers carry the coffins of Liverpool's Portuguese soccer player Diogo Jota and his brother Andre Silva, who died in a car crash near Z
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Pic: Reuters

People crowd outside the church during the funeral of Diogo Jota and his brother Andr.. Silva, in Gondomar, near Porto, Portugal, on Saturday, July 5, 2025. (AP Photo/Manu Fernandez)
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Pic: AP


People gather outside the Chapel of the Resurrection, on the day of the funeral ceremony of Liverpool's Portuguese soccer player Diogo Jota
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People gather outside the Chapel of the Resurrection. Pic: Reuters

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The former captain was seen wiping away tears as he read messages and laid his tribute down.

Fans pay their respects outside Anfield Stadium, on the day of the funeral of Liverpool soccer player Diogo Jota in Portugal, in Liverpool,
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Fans pay their respects outside Anfield in Liverpool. Pic: Reuters


A board displays a picture of Liverpool soccer player Diogo Jota as tribute on the day of his funeral in Portugal, outside Anfield Stadium
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A board with a picture of Diogo Jota outside Anfield Stadium. Pic: PA

The coffins of Diogo Jota and Andre Silva are brought into the Igreja Matriz de Gondomar in the town of Gondomar near Porto. The Liverpool and Portugal forward died along with his younger brother Andre Silva in the accident in Zamora on Thursday morning. Picture date: Saturday July 5, 2025. PA Photo. Photo credit should read: PA Wire.
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The coffins are carried to the church. Pic: PA

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