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
Image: 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.
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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
Image: 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.
Image: 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
Image: 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
Image: 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
Image: 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”.
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
Image: 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.
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.
Image: 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.
Scientists are turning detective to work out what British dolphins are up to beneath the waves – by using forensic-style DNA techniques on their poo.
Conservationists have been studying the 250 or so bottlenose dolphins living in Cardigan Bay, west Wales, over many decades.
Up to now, they have only been able to observe the dolphins as they surface to breathe or play, identifying the animals from the unique marks on their dorsal fins to establish which animals were hanging out together and where.
Image: Dolphins in Cardigan Bay. Pic: Sarah Perry/WTSWW
But now for the first time scientists are using DNA excreted by the dolphins in their poo to build a more complete picture of their lives.
It allows them to identify the sex of individuals and how they are related to other animals. Signficantly, it also shows what the dolphins have been eating.
Image: Dolphin poo. Pic: Sarah Perry/WTSWW
Dr Sarah Perry, marine conservation manager at The Wildlife Trust of South and West Wales, said: “In order to be able to conserve them, we need to know why they’re here and a big a missing part of that is, what they’re feeding on.
“Is that changing at different times of the year? Are certain species of fish more important to them early on in the year, in the spring, and the summer months, and then does that change over the autumn and winter months?
“Are certain species important for younger animals? We don’t know that, so that kind of information, we need to find out.”
Image: Dr Sarah Perry
Catching dolphin poo involves a large element of luck.
The animals occasionally eject a cloud of waste material as they swim.
But it quickly sinks, so the scientists’ boat needs to be close enough for them to scoop it out of the sea with a fine-meshed net.
A sample is then sent to a lab at the University of Aberystwyth, where DNA is extracted for analysis.
Results so far suggest the dolphins are having to adapt to a change in fish species as the water warms.
Image: Dr Niall McKeown
Dr Niall McKeown, a marine biologist at the university, said: “We are seeing large amounts of sardine, sprat, and anchovy.
“This is quite interesting because these are species that are known to have increased in abundance in Welsh waters in recent years in response, we believe, to climate change.”
Image: Dr Niall analyses a sample
Scientists unsure why dolphin numbers are falling
But questions remain about the dolphins.
The number in Cardigan Bay seems to be falling, but scientists are not sure whether that’s a natural cycle or a response to other factors.
Boat noise and disturbance from some fishing activities, such as scallop dredging, could impact the animals, which rely on sound to communicate.
Dr Parry said: “How lucky are we to have such an important population of dolphins here? It’s crazy that we really don’t know that much about them.”
Sir Alan Bates has accused the government of presiding over a “quasi kangaroo court” for Post Office compensation.
Writing in The Sunday Times, the campaigner, who led a years-long effort for justice for sub-postmasters, revealed he had been given a “take it or leave it” offer that was less than half of his original claim.
“The sub-postmaster compensation schemes have been turned into quasi-kangaroo courts in which the Department for Business and Trade sits in judgement of the claims and alters the goal posts as and when it chooses,” he said.
“Claims are, and have been, knocked back on the basis that legally you would not be able to make them, or that the parameters of the scheme do not extend to certain items.”
More than 900 sub-postmasters were prosecuted between 1999 and 2015 after faulty Horizon accounting software made it look as if money was missing from their accounts.
Many are still waiting for compensation despite the previous government saying those who had their convictions quashed were eligible for £600,000 payouts.
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‘It still gives me nightmares’
After the Post Office terminated his contract over a false shortfall in 2003, Sir Alan began seeking out other sub-postmasters and eventually took the Post Office to court.
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A group litigation order (GLO) scheme was set up to achieve redress for 555 claimants who took the Post Office to the High Court between 2017 and 2019.
Sir Alan, who was portrayed by actor Toby Jones in ITV drama Mr Bates Vs The Post Office, has called for an independent body to be created to deliver compensation.
He added that promises the compensation schemes would be “non-legalistic” had turned out to be “worthless”.
It is understood around 80% of postmasters in Sir Alan’s group have accepted a full and final redress, or been paid most of their offer.
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‘Lives were destroyed’
A Department for Business and Trade spokesperson told Sky News: “We pay tribute to all the postmasters who’ve suffered from this scandal, including Sir Alan for his tireless campaign for justice, and we have quadrupled the total amount paid to postmasters since entering government.
“We recognise there will be an absence of evidence given the length of time which has passed, and we therefore aim to give the benefit of the doubt to postmasters as far as possible.
“Anyone unhappy with their offer can have their case reviewed by a panel of experts, which is independent of the government.”
Sir Keir Starmer could decide to lift the two-child benefit cap in the autumn budget, amid further pressure from Nigel Farage to appeal to traditional Labour voters.
The Reform leader will use a speech this week to commit his party to scrapping the two-child cap, as well as reinstating winter fuel payments in full.
There are now mounting suggestions an easing of the controversial benefit restriction may be unveiled when the chancellor delivers the budget later this year.
According to The Observer, Sir Keir told cabinet ministers he wanted to axe the measure – and asked the Treasury to look for ways to fund the move.
The Financial Times reported it may be done by restoring the benefit to all pensioners, with the cash needed being clawed back from the wealthy through the tax system.
The payment was taken from more than 10 million pensioners this winter after it became means-tested, and its unpopularity was a big factor in Labour’s battering at recent elections.
Before Wednesday’s PMQs, the prime minister and chancellor had insisted there would be no U-turn.
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Will winter fuel U-turn happen?
Many Labour MPs have called for the government to do more to help the poorest in society, amid mounting concern over the impact of wider benefit reforms.
Former prime minister Gordon Brown this week told Sky News the two-child cap was “pretty discriminatory” and could be scrapped by raising money through a tax on the gambling industry.
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Brown questioned over winter fuel U-turn
Mr Farage, who believes Reform UK can win the next election, will this week accuse Sir Keir of being “out of touch with working people”.
In a speech first reported by The Sunday Telegraph, he is expected to say: “It’s going to be these very same working people that will vote Reform at the next election and kick Labour out of government.”