Political posters branded a waste of money

LONDON -- Political parties will end their traditional billboard blitzes at general elections after they were dismissed as a waste of money by a government-ordered inquiry.

Political ads... waning
Political ads... waning
Sir Hayden Phillips, a former Whitehall official, said heavy poster and direct marketing campaigns had plunged Labour and the Conservatives into the red without boosting turnout.
He called on both parties to cut spending by £20 million over the lifetime of a four- or five-year parliament. “I would much prefer parties to decide of their own accord – and in the context of new spending limits – that activities such as billboard advertising were wasteful rather than to see the state ban parties’posters,” he said in his report.
The parties will now hold talks on a new agreement on how they are funded.
Officials predicted they would agree to scrap blockbuster poster campaigns and that only small local and tactical campaigns would remain.
“There will be the one-site campaign for the TV news bulletins, but little else,” said a Labour source. But officials believe that parties will continue to spend “real money” on direct marketing.
Phillips also proposed that the ban on third parties such as pressure groups running political advertising on TV and radio should continue. Comment, p36

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content


Five steps to smashing that interview


Future favours the brave