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Spending on Facebook and Instagram advertising by the two main political parties is more than 10 times higher this year compared to the start of 2023, Sky News can reveal.

Spending on social media by Labour and the Conservatives is due to dramatically escalate through the course of the year due to spending and data rule changes which benefit the two main parties.

Maximum spending limits by the parties are due to raise by 80% while data rules are about to change which make it easier to use and target individuals with political advertising.

The two main parties are preparing to do battle on mobile phones at the next election by bombarding voters with targeted advertisements between now and polling day.

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Smaller parties have complained about the changes, with the Liberal Democrats suggesting the rules for the upcoming election have been tilted in the Conservatives’ favour as the party with the deepest pockets.

However so far this year our research suggests that Labour has been keeping pace with them, although no other party has managed a meaningful spend on Facebook or Instagram.

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Spending has already increased dramatically. In the first five weeks of 2023, they spent just over £67,000 while in the same period this year, they spent just over £724,000.

Already this year, spending by Labour and Tories is matching the outlay in the last month before the general election.

Rishi Sunak during a Q&A with Joanna Swash, group CEO of Moneypenny, at the Welsh Conservatives Conference 2024.
Pic:PA
Pic:PA
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Pic: PA


The data was compiled by the Who Targets Me website which monitors the spending declared by Meta, Facebook and Instagram’s parent company.

Facebook and Instagram allow personalised, targeted ads which will become a big campaign weapon.

Users over the age of 50 are likely to be seeing Tory adverts about the economy, or Labour messaging on knife crime.

Under 40s are likely to get advertisements offering WhatsApps “direct” from the prime minister, or messages about Labour cracking down on tax avoidance.

Keir Starmer during a visit to Siemens Traincare in Three Bridges, Crawley.
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Pic: PA

The two main parties dominate Facebook and Instagram spending: 52% has been spent on Conservative advertising, 45% on Labour, but just 1.6% by Lib Dems, 0.5% by the Greens and 0.2% by Reform.

Analysis of Tory spending in the early part of the campaign suggest they are not just targeting spending at seats which they need to hold to keep Rishi Sunak in Downing Street.

Sky News has looked at adverts pushed by local MPs and paid for by the Central Conservative Party over the last 90 days. This revealed they have spent over £500 in 74 different constituencies.

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Twenty one seats have what would normally be considered a solid Tory majority – of over 8,000. If you’re struggling to defend these seats, then you’re heading for a hung Parliament or Labour majority.

There are even seats with big spends that have Tory majorities of over 20,000.

Cash going into defending places that were – once – solidly blue.

Sam Jeffers, who runs Who Targets Me, said: “So there’s a new data bill, coming forward, and it’s quite close to being done.

“And it will change the emphasis, I think, of the way that political parties can do their campaigning.

“So there is a new thing in this bill allowing for Democratic engagement. And effectively, it sort of slightly loosens the rules, but they’ll be able to contact voters more easily.

“They’ll need less permission to do so. And so the probable result of that will be a lot more contact for political parties.”

Asked if voters should brace for a deluge of information through every platform and every meme this election, Jeffers said: “I think there could well be a lot more contact of voters this election. Yeah, there’s a lot more money. There’s a lot more data.

“You should expect to hear from political parties over the next year.”

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Hannah, 22, died after buying poison online – why her death raises serious questions for NHS

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Hannah, 22, died after buying poison online - why her death raises serious questions for NHS

Pete Aitken says his daughter Hannah would still be alive if she hadn’t been sent to a series of “failing” mental health hospitals, which made her increasingly unwell.

Warning: This article contains references to suicide

Hannah Aitken was 22 when she took her own life two years ago. Her death has left her family in turmoil.

“I think about Hannah every hour of every day, more than once, every hour, every day,” her dad Pete said.

Throughout the family home are photos, candles and purple flowers, Hannah’s favourite colour. Her parents have planted a tree in the garden where her beloved trampoline once stood.

Pete Aitken, whose daughter Hannah died by suicide in 2023
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Pete Aitken, whose daughter Hannah died by suicide in 2023

Hannah had autism and ADHD and struggled with her mental health. In 2017, she was sent to Huntercombe Hospital-Stafford. It was in special measures when she arrived.

Pete says the unit made Hannah worse. “I don’t believe that they gave her any care or treatment there that helped her.”

Over a period of four years, Hannah was sent to six different mental health hospitals. The majority were publicly funded and privately run.

Three were rated by the care regulator, the CQC, either ‘inadequate or ‘requires improvement’. Two of the units were closed down while Hannah was a patient.

“That to me is an indication of how bad the system is, and how bad the care that she received was,” Pete said.

“All they could do was… like prison keep her safe, but not give her any quality of life. They took all that away from her.”

'I don't believe that they gave her any care', Pete says
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‘I don’t believe that they gave her any care’, Pete says

Over the years, Sky News has investigated failings within the mental health system, including the Huntercombe Group, which ran a number of hospitals.

Hannah emailed Sky News in 2023 following one of our reports to share her story.

She wrote: “I will never forget what I was put through… I put up with so much and it’s only now I realised it wasn’t right, for years I blamed myself.”

Hannah never fully recovered from her hospital admissions. In September 2023, she took a fatal dose of poison, which she had bought online.

Her family are now campaigning for a change in the law governing poisons.

Family photos of Hannah Aitken, who died in 2023
Image:
Family photos of Hannah Aitken, who died in 2023

Her dad said: “One gram of this poison is lethal. We found out from Hannah’s inquest she ordered a kilogramme of 99.6% purity.

“There is a legitimate use for it, but we understand that the concentration for that is something like less than 1%.”

Hannah’s death once again raises questions about why the NHS outsources mental health services to failing private providers.

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An NHS England spokesperson said: “Our thoughts are with Hannah’s family at this incredibly difficult time.

“The NHS has repeatedly made clear that all services must provide safe, high-quality care, irrespective of whether they are NHS or independent sector-led, and we continue to work closely with the CQC to monitor, identify and take appropriate action where it is needed.”

Elli Investments Group, the owners of The Huntercombe Group until 2021, has said they regret that these hospitals, which were independently managed, failed to meet expectations

Anyone feeling emotionally distressed or suicidal can call Samaritans for help on 116 123 or email jo@samaritans.org in the UK. In the US, call the Samaritans branch in your area or 1 (800) 273-TALK

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Prince William plans ‘ruthless approach’ towards Prince Andrew, as lawyer for Jeffrey Epstein’s victims predicts further leaks

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Prince William plans 'ruthless approach' towards Prince Andrew, as lawyer for Jeffrey Epstein's victims predicts further leaks

Prince William is planning to take a “ruthless approach” towards Prince Andrew when he is king, according to reports, as a US lawyer predicts the scandal engulfing the royal “is not going away” and more stories will “leak out”.

The Sunday Times suggests William will ban his uncle from “all aspects of royal life” because of the ongoing risk to the Royal Family‘s reputation after a series of damaging revelations.

It comes amid reports that Andrew tried to get the Metropolitan Police to dig up dirt for a smear campaign against his sexual assault accuser Virginia Giuffre back in 2011.

Gloria Allred, who represents many of the victims of the late convicted paedophile Jeffrey Epstein, believes he will not be “let off the hook”.

“This is not going away. Even though he’s no longer a duke, and Sarah Ferguson is no longer a duchess, it’s not going away,” the US lawyer told Sky News.

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Who pushed Andrew to drop his titles?

Andrew relinquished his Duke of York title and remaining honours on Friday evening, after a series of fresh stories linked to the late Ms Giuffre, who was trafficked by Epstein. She died in April, aged 41, with her family saying said she “lost her life to suicide”.

She alleged she was forced to have sex with Andrew when she was 17, allegations he has always denied.

“The fact that Virginia is now deceased – may she rest in peace – doesn’t mean it’s over for Prince Andrew. It’s not over. More will come to leak out,” Ms Allred added.

Ms Giuffre’s posthumous memoirs, which are released on Tuesday, claim Andrew insisted she sign a one-year gag order – to prevent details of her allegations tarnishing the late Queen’s platinum jubilee.

And earlier this week, emails emerged showing that Andrew remained in contact with Epstein, several months after he said he had stopped contact.

The former duke paid to settle a civil sexual assault case with Ms Giuffre in 2022, despite insisting he had never met her.

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Windsor’s take on Prince Andrew

Reports of attempted smear campaign

It has now been reported that Andrew passed Ms Giuffre’s date of birth and social security number to his taxpayer-funded bodyguard in 2011, asking him to investigate.

He is said to have emailed the late Queen’s then-deputy press secretary and told him of his request to his protection officer, and also suggested Ms Giuffre had a criminal record, according to the Mail on Sunday.

Sky News has contacted the Met for comment. A spokesperson for the force told the PA news agency: “We are aware of media reporting and are looking into the claims made.”

The prince’s alleged attempt, on which the Met officer is not said to have acted, came in 2011, hours before the publication of the famous photograph of Andrew with his arm around Ms Giuffre in London, which he has claimed was doctored.

The Mail on Sunday said it obtained the email from disclosures held by the US congress.

“It would also seem she has a criminal record in the states,” Andrew said to the former press secretary, according to one email published by the newspaper. “I have given her DoB and social security number for investigation with XXX the on duty PPO.”

Ms Giuffre’s family responded, saying she did not have a criminal record, the newspaper said.

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William and Camilla’s influential roles

In her book, titled Nobody’s Girl: A Memoir Of Surviving Abuse And Fighting For Justice, she wrote, according to The Telegraph: “As devastating as this interview was for Prince Andrew, for my legal team it was like an injection of jet fuel.

“Its contents would not only help us build an ironclad case against the prince but also open the door to potentially subpoenaing his ex-wife, Sarah Ferguson, and their daughters, Princesses Beatrice and Eugenie.”

The Duke of York and the Prince of Wales at the Duchess of Kent's funeral last month. Pic: PA
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The Duke of York and the Prince of Wales at the Duchess of Kent’s funeral last month. Pic: PA

Andrew, who remains a prince and continues to live in the Crown Estate property Royal Lodge, said on Friday that the “continued accusations about me distract from the work of His Majesty and the Royal Family”.

He insisted he was putting his “family and country first” and would stop using “my title or the honours which have been conferred upon me”.

Ms Allred told Sky News she felt Andrew’s statement on Friday, describing the scandal as a “distraction”, was an “insult” to Epstein’s victims.

“What it’s saying [the statement] is it’s continued bad PR for the monarchy,” she said.

“All right, I’m happy about this small consequence that he has to pay… no longer a duke, but look, he’s living a privileged life while many victims are still suffering from the harm that was done by many people involved with Jeffrey Epstein.”

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Prince Andrew insisted on ‘gag order’ to stop allegations spoiling Queen’s Platinum Jubilee, memoir claims

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Prince Andrew insisted on 'gag order' to stop allegations spoiling Queen's Platinum Jubilee, memoir claims

Prince Andrew insisted his accuser, Virginia Giuffre, sign a one-year gag order – to prevent details of her allegations tarnishing the late Queen’s platinum jubilee, her memoirs have claimed.

Andrew relinquished his Duke of York title and remaining honours on Friday evening.

It came after discussions with King Charles, in consultation with the Prince of Wales, both of whom wanted to bring an end to the long-lasting scandal.

But, according to The Telegraph, Ms Giuffre’s book, which is due out on Tuesday, is focusing further attention on the sexual assault allegations and the prince’s friendship with paedophile Jeffrey Epstein, which led to the royal’s downfall.

She tells how Andrew’s “disastrous” Newsnight interview with Emily Maitlis was like an “injection of jet fuel” for her legal team, and it raised the possibility of “subpoenaing” his ex-wife Sarah Ferguson, and daughters Princess Beatrice and Princess Eugenie and drawing them into the legal case.

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Prince Andrew’s ’embarrassed’ Royals ‘for years’

The Telegraph also reports Ms Giuffre’s claims that she got “more out of” Andrew than a reported £12m payout and $2m (around £1.4m) donation to her charity because she had “an acknowledgement that I and many other women had been victimised and a tacit pledge to never deny it again”.

The former duke paid to settle a civil sexual assault case with Ms Giuffre in 2022, despite insisting he had never met her.

More on Prince Andrew

Ms Giuffre alleged she was forced to have sex with the prince when she was 17, after being trafficked by Epstein. Andrew continues to vehemently deny her allegations.

Read more:
Andrew giving up title is ‘Victory for Virginia’
Everything we know about Andrew losing titles
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Queen Elizabeth II was celebrating her platinum jubilee in 2022 – the first British monarch to reach the milestone – as the civil case against her son was gathering pace.

It was settled nine days after she reached the 70th anniversary of her accession.

According to the Telegraph, Ms Giuffre, who died in April, reveals in her book: “I agreed to a one-year gag order, which seemed important to the prince because it ensured that his mother’s platinum jubilee would not be tarnished any more than it already had been.”

Parades, processions, concerts and street parties were held across the UK in celebration of the Platinum Jubilee. Pic: PA
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Parades, processions, concerts and street parties were held across the UK in celebration of the Platinum Jubilee. Pic: PA

In January 2022, a US judge ruled the civil case against Andrew could go ahead, and the Queen went on to strip him of his honorary military roles, with the prince also giving up his HRH style.

‘Devastating’ interview

His 2019 Newsnight interview, which he hoped would clear his name, backfired when he said he “did not regret” his friendship with convicted paedophile Epstein, who trafficked Ms Giuffre.

Prince Andrew and Virginia Giuffre (then Roberts) in 2001 - a picture the prince claimed had been doctored. Pic: Shutterstock
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Prince Andrew and Virginia Giuffre (then Roberts) in 2001 – a picture the prince claimed had been doctored. Pic: Shutterstock


Andrew also said he had “no recollection” of ever meeting Ms Giuffre and added he could not have had sex with her in March 2001 because he was at Pizza Express with his daughter Beatrice on the day in question.

Ms Giuffre, whose book is called Nobody’s Girl: A Memoir of Surviving Abuse and Fighting for Justice, wrote, according to The Telegraph: “As devastating as this interview was for Prince Andrew, for my legal team it was like an injection of jet fuel.

“Its contents would not only help us build an ironclad case against the prince but also open the door to potentially subpoenaing his ex-wife, Sarah Ferguson, and their daughters, Princesses Beatrice and Eugenie.”

‘Amazed he was stupid enough’

She also told how Andrew had “stonewalled” her legal team for months before settlement discussions began moving very quickly when his deposition was scheduled for March 2022.

Ms Giuffre also wrote she was “amazed” that a member of the royal family would be “stupid enough” to appear in public with the convicted paedophile, after a photo of the pair walking in New York emerged.

Andrew, who remains a prince and continues to live in the Crown Estate property Royal Lodge, said on Friday the “continued accusations about me distract from the work of His Majesty and the royal family”.

He insisted he was putting his “family and country first” and would stop using “my title or the honours which have been conferred upon me”.

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