Alex Tait

Co-founder @refpoliticalads, founder Entropy @entropyconsult. Previous inc @Unilever Media Director @AmericanExpress @RoyalMail.

[Reform Political Advertising @refpoliticalads]

🧵 Our May 7th elections analysis was published today.

The stark findings:

- 41.4% of wards were won by by less than 5%
- 398 wards were decided by less than 1%
- 9 wards were decided by a 1 vote.

Election ads will now be increasingly decisive.

https://t.co/UWkhWgji5V

[Reform Political Advertising @refpoliticalads]

.@emily4MK Emily Darlington MP speaking at our recent parliamentary event with the @FairElectionsUK Preventing Disinformation in UK Elections about anti disinformation amendments she is taking in parliament. 👏

Listen to the full event below.
👇
https://t.co/PZdjcqrgE1

[Reform Political Advertising @refpoliticalads]

🧵We've just published our 2026 update.

The elections have shown how politics and campaigning are changing.

Vote shares are fragmenting, many contests are being decided by tiny margins, and misleading ads will be increasingly decisive.

👇
https://t.co/126vPLvVPc

[Reform Political Advertising @refpoliticalads]

Great to be on the James O'Brien show just now talking about how we are working with @fullfact and @FairElectionsUK to get rules for transparency and factual accuracy included in the Representation the People Bill.

We'll post the recording later.

[Reform Political Advertising @refpoliticalads]

🧵 MPs are learning how it feels to be a Gorton & Denton resident today.

To raise awareness of our recommendations for the Elections Bill we've sent a fake newspaper, The Misleading Times, packed full of dodgy bar charts and made up data to their desks in Westminster.

[Reform Political Advertising @refpoliticalads]

Yes Reform broke the law.

However, the real problem is the law lets them get away with almost the same thing anyway.

Read our blog on the Gorton and Denton Reform letter.

https://t.co/pw143ZQKKl

@SteveReedMP @elliereeves

[Alex Tait @ASTait]

I recommend reading Seb Joseph's thoughtful and topical piece in Digiday today. Thanks for including me.

You can read the full article here. https://t.co/xcW7vOiV2y

[Reform Political Advertising @refpoliticalads]

. @DPuttnam opened our House of Commons event with the @FairElectionsUK speaking about how trust is essential in a functioning democracy.

Ahead of the Elections Bill it was certainly topical.

You can listen to the full event here.
https://t.co/DpEeyF7EAp

[Reform Political Advertising @refpoliticalads]

in this age of disinfo 2026 is going to be a critical year for democracy in the UK.

Please have a read of the blog below.

Either not many people are left or X's algo seems to suppress us these days so we'd appreciate a share to spread the word.

👇
https://t.co/rtNjFV9U7r

[Reform Political Advertising @refpoliticalads]

With the Elections Bill expected early 2026, the UK faces an opportunity to modernise election rules that have barely changed for decades.

If this moment is missed, it may not come again for a long time.

Read about our progress & how you can help. 👇

https://t.co/rtNjFV9U7r

[Reform Political Advertising @refpoliticalads]

Former Labour MP @Ianclucas makes a compelling case at our recent House of Commons event for an independent database of election ads to be part of regulation introduced with the upcoming Elections Bill.

Listen to the whole event here.
https://t.co/DpEeyF8cpX

@FairElectionsUK

[Reform Political Advertising @refpoliticalads]

. @thatginamiller making some great points about how we can rebuild trust in our democracy at our recent House of Commons event "preventing disinformation and misinformation in campaigning" with the @FairElectionsUK APPG.

@CompInPolitics @DPuttnam

[Reform Political Advertising @refpoliticalads]

.@DPuttnam has given an excellent interview in @BylineTimes following our event in the House of Commons last week "preventing disinformation and misinformation in campaigning".

You can read it here. https://t.co/ncPDbKSTU7

[Reform Political Advertising @refpoliticalads]

.@TheGreenParty's @EllieChowns making some excellent points about what we need to see in the upcoming Elections Bill.

She is speaking at our event in the House of Commons "preventing disinformation and misinformation in campaigning".

@DPuttnam @MPGeorgeFreeman @IanCLucas

[Reform Political Advertising @refpoliticalads]

Ahead of the Elections Bill we held a key meeting at the House of Commons last night on "preventing disinformation and misinformation in campaigning".

Thanks for the excellent contributions from our panelists: @DPuttnam, @EllieChowns, @justinmadders @IanCLucas @MPGeorgeFreeman.

[Reform Political Advertising @refpoliticalads]

🧵 The government published a significant policy paper today "Restoring trust in our democracy: Our strategy for modern and secure elections".

It includes some welcome proposals - including one that we've been campaigning for - but it doesn't go far enough.

cc @rushanaraali

[Reform Political Advertising @refpoliticalads]

This clip from former Labour MP and Minister @IanCLucas at our recent event is really worth listening to.

“It is time for democrats across the world to take back control of the process.”

You can watch the full event in the post below.

[Reform Political Advertising @refpoliticalads]

UK MPs talking about wanting to restore trust in politics take note.

Australian independent MP @zalisteggall has impressively introduced two bills to prohibit misleading political ads.

Watch our full recent event here https://t.co/bNtzgnAjvt

@Adamprice @IanCLucas @roz_savage.

[Reform Political Advertising @refpoliticalads]

🧵How much did unregulated election advertising distort the election results?

Let’s look at a few of the wafer-thin margins:

- Runcorn by-election - Reform beat Labour by 6 votes (0.02% share)
- Doncaster mayoral election - Labour held off Reform by just 698 votes (1% share)

[Reform Political Advertising @refpoliticalads]

The fact of the matter is as our election reviews over the years shows Bones is the tip of the iceberg. Almost all of the misleading advertising and resulting distortion of democracy goes unreported.

It’s just a few national “whoppers” like the £350m bus that gets reported on.