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.
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Image: Rishi Sunak responds to Sir Keir Starmer during PMQs
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.
Image: Sir Keir Starmer during PMQs
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
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”.
Image: 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.
Image: 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.
Image: The Conservative Party’s poster campaign attacking Gordon Brown during the 2010 election. Pic: PA
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.
Image: 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.
Sir Keir Starmer’s communications chief Tim Allan owns a minority stake in a lobbying firm and still discusses government activity with a senior consultant at the company, Sky News can reveal.
The relationship between Tim Allan, Tom Baldwin and Strand Partners has led to accusations of a perception that one of Downing Street’s most senior figures has a conflict of interest – a potential breach of the special adviser code.
Tom Baldwin is a consultant for Strand Partners, a lobbying firm partly owned by Mr Allan, the government’s executive director of communications.
Multiple sources have told Sky News that Mr Allan and Mr Baldwin have discussed government affairs and politics since Mr Allan joined Number 10 in September. This is not challenged by Downing Street, who say the pair speak in Mr Baldwin’s capacity as a journalist.
Image: Tim Allan at a Strand Partners event in July 2024, before he took a job in government. Pic: Strand Partners
Mr Baldwin is also Sir Keir’s biographer, a commentator and has appeared on Sky News.
As part of his role for Strand Partners, he has spoken at private briefings for Strand’s corporate clients about the inner workings of government.
There is no suggestion that Mr Baldwin – who is not a lobbyist – or Strand Partners have done anything wrong.
The revelations about Mr Allan have led to cross-party calls for an investigation and a member of Labour’s ruling National Executive Committee to demand he gives up his 10% shareholding in Strand Partners.
Zack Polanski, the Green Party leader, told Sky News: “I think it’s extraordinary that someone still has shares who’s at the heart of Downing Street… I think there’s lots of questions still to be asked, I think it’s important to know what these supposed appropriate mitigations are, what exactly are those and do they pass the public sniff test?”
Mr Allen is bound by the code of special advisers that says: “Special advisers must ensure that no conflict arises, or could reasonably be perceived to arise, between their official duties and their private interests, financial or otherwise.”
The code also says: “Special advisers must not misuse their official position or information acquired in the course of their official duties to further their private interests or those of others.”
Image: Tom Baldwin, Journalist and Strategic Adviser at Strand Partners, speaking at a company dinner at Labour Party Conference in September 2025. Pic: Strand Partners.
Mr Baldwin and Mr Allan are understood not to discuss Strand Partners business. Mr Allan has undertaken to not take dividends or get involved in the running of the company while he is in government, and resigned as chairman on his appointment to Number 10 at the start of September.
But other lobbyists told me they are jealous of this level of access, giving rise to the perception of a conflict of interest.
Opposition parties are seeking an investigation. Lisa Smart, a Liberal Democrat frontbencher, said: “I’ve written to the cabinet secretary today because this appears to be a clear conflict of interest right at the heart of government.
“It cannot be the case that the executive director of communications for the government has shareholdings in a lobbying firm and is continuing to have conversations with senior consultants at that firm.”
Image: Tim Allan (left, behind the flag) sitting in on a Cabinet meeting, in September. Pic: Number 10/Flickr
Kevin Hollinrake, Conservative Party chairman, said: “[There] should be a full Cabinet Office investigation. I think the public need to see there are no conflicts of interest and no perceived conflicts of interests, and that’s not where we are right now.”
The member of Labour’s National Executive Committee said: “This is a massive conflict of interest when we promised integrity to the British public. The first thing he has to do is give up his shareholding.”
Since Mr Allan took up his role in September, Mr Baldwin has been allowed by Treasury officials in Downing Street to attend at least one restricted event with Chancellor Rachel Reeves, her news conference on the budget last week.
Mr Allan denies knowing about this in advance and said this is part of a multi-interview feature for a newspaper, but it is a sign of how close Mr Baldwin is with members of the government.
A Labour spokesperson said: “The allegation that Tim Allan has done anything to benefit Strand whilst in Number 10 is categorically false.
“Tom Baldwin is an established journalist, author and commentator, who regularly appears on Sky News. Any interactions with him are in his capacity as a journalist and have not related to Strand, its business or its clients.”
A Cabinet Office spokesperson said: “There is a rigorous process to capture any potential conflicts of interest, and ensure appropriate mitigations are in place to reflect specific circumstances. Ahead of his appointment, Tim Allan fully complied with this process.
“This is set out in the Special Adviser Code of Conduct and lists of special adviser interests are published annually.”
A Strand Partners spokesman said: “Tom Baldwin is a journalist and the biographer of the prime minister. He does not engage in government relations for Strand and this is not part of his terms of engagement with us.
“Tim Allan sought advice on his interests from the Cabinet Office and followed every element of the advice received. He receives no financial benefit from Strand and is not involved in our operations.”
The British Medical Association (BMA) has defended a new round of resident doctor walkouts starting on Friday, insisting medics’ pay is still “way down” compared with 2008 and that the government has failed to finish “a journey” towards restoring it.
BMA chair Dr Tom Dolphin told Sky News the dispute remains rooted in years of pay erosion that have left resident doctors far behind other public sector workers.
“When we started the dispute, […] the lowest level of the resident doctors were being paid £14 an hour,” he said.
“There were some pay rises over the last couple of years that brought that partly back to the value it should be at, but not all the way.
“The secretary of state (Wes Streeting) himself called it a journey, implying there were further steps to come, but we haven’t seen that.”
Image: Resident doctors outside Newcastle’s Royal Victoria Infirmary during a five-day strike in July. File pic: PA
When asked if the row ultimately “comes down to money”, he replied: “In the sense that the secretary of state doesn’t want to or isn’t able to fund the pay increases to match the value that we had in 2008.”
Dr Dolphin argued that while “the general worker in the economy as a whole” has seen pay catch up since the 2008 financial crash, “doctors are still way down”.
After the most recent pay awards, in 2025/26 a medic just out of university receives a basic salary of £38,831 and has estimated average earnings of £45,900 after factors like extra pay for unsociable hours are taken into account, according to medical think tank the Nuffield Trust.
That average figure rises to £54,400 by the second year and a more senior speciality registrar earns an average of £80,500.
The BMA says that when the dispute started, the most junior doctors were making around £14 per hour. That works out at £29,120 per year for a 40-hour week.
That’s very close to the earnings of a doctor fresh out of medical school in 2022/23 – £29,384, according to Full Fact.
But that’s over a 52-week year without taking into account paid holiday or unsociable hours.
But Dr Dolphin said the deal still fell short: “The gap was biggest for doctors and needed the biggest amount of restoration, and that’s what we got.”
He defended the BMA’s use of the Retail Price Index (RPI), a metric rejected by the Office for National Statistics, saying it “better reflects the costs people face”.
Should resident doctors get a pay rise? Have your say in the poll at the bottom of this story.
Image: Dr Tom Dolphin says resident doctors are still underpaid
‘Who do you think is treating the patients?’
With Chancellor Rachel Reeves preparing her budget amid warnings of deep cuts, Dr Dolphin said the BMA is not demanding an immediate cash injection.
“We’re quite happy for that money to be deferred with some kind of multi-year pay deal so that we can end the dispute and avoid having further industrial action about pay for several years to come,” he said.
“Money spent in the NHS is returned to the economy. For every pound you spend, you get several pounds back.”
When pressed on whether the £1.7bn cost of previous strike action could have been better spent on treatment and technology for NHS cancer patients, he hit back: “Who do you think is treating the cancer patients? It’s the doctors.”
Image: Health Secretary Wes Streeting has criticised the BMA for striking again. File pic: PA
Strikes will cause disruption, union boss admits
Dr Dolphin rejected suggestions that the dispute could destabilise the government, calling the idea “implausible”.
He admitted prolonged strikes have tested public patience, but said the government had left doctors with no choice.
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“A prolonged industrial dispute makes people annoyed with both sides,” he said. “It is vexing to us that we are still in this dispute.”
“I don’t want patients to suffer,” he added. “I accept that the strikes cause disruption… of course that’s upsetting for them. I completely get that. And I’m sorry that it’s happening.”
Japan’s largest stock-exchange operator weighs new restrictions on publicly listed companies that pivot their core business into buying and holding crypto, signaling a potential shift in one of the most active markets for digital-asset treasury (DAT) firms.
Citing anonymous sources familiar with internal deliberations, Bloomberg reported that Japan Exchange Group (JPX) is exploring stricter scrutiny for companies that shift their core business into large-scale crypto accumulation. This includes adding fresh audit requirements and applying backdoor-listing rules to such companies.
The move comes after a wave of losses hit Japan’s DATs, many of which attracted retail investors earlier this year. Metaplanet, Japan’s largest DAT, holding over 30,000 Bitcoin (BTC), saw its shares fall from a year-to-date (YTD) high of $15.35 on May 21 to $2.66 at the time of writing. This marked an 82% drop from its highest value this year.
Japanese nail salon franchiser Convano, which saw a breakout performance in August, now trades at about $0.79 per share, a 61% drop from its high of $2.05 on Aug. 21. BitcoinTreasuries.NET data showed that the company is down nearly 11% on its BTC investment.
Metaplanet’s six-month price chart. Source: Google Finance
Backdoor listing rules would fill a regulatory gap
Applying backdoor listing rules to companies pivoting into crypto accumulation would mark a significant tightening of Japan’s listing standards.
Backdoor listings occur when a private company acquires an already listed shell company to bypass the traditional initial public offering (IPO) route, and JPX already prohibits such maneuvers.
Extending the prohibition to listed firms that shift into crypto-holding vehicles would close a regulatory gap that some DATs may have exploited to evolve their business models.
If JPX formally restricts such pivots, it could slow or halt the listing pipeline for new DATs.
Metaplanet boss highlights governance steps in response to JPX report
Metaplanet CEO Simon Gerovich pushed back against the implication that Bitcoin-accumulating firms may have sidestepped governance or disclosure rules.
In an X post, Gerovich responded to the report, saying that JPX’s concerns are directed at companies suspected of conducting backdoor listings or pivoting into digital assets without proper shareholder approvals. He said this does not apply to Metaplanet.
“In contrast, at Metaplanet we have held five shareholder meetings over the past two years (four extraordinary general meetings and one annual meeting), securing shareholder approval for all critical matters.”
He added that they also amended the company’s articles of incorporation and increased authorized shares to fund BTC purchases. He said that the company adhered to formal governance processes under the same management team that had led the company prior to the pivot.