Labour’s national campaign HQ must be beside themselves with glee. They put out an online advert claiming that the prime minister, Rishi Sunak, wants sex offenders to roam free rather than spend time in prison. This dominated the news agenda over the whole four-day bank holiday weekend, with the party leader, Sir Keir Starmer doubling down with an article in the Daily Mail on Monday. Many (probably most) of their party’s loyal supporters were unimpressed with this descent into gutter politics. The Guardian‘s Marina Hyde was vicious in her criticism. But that only served to stir the pot some more. This has all the hallmarks of an orchestrated campaign, and in its own terms it was an outstanding success.
I’m not repeating the ad here, as it has benefited enough from extra exposure by critics and neutrals. Instead I give an earlier example of this type of campaign advertising – this time from Vote Leave in the 2016 referendum campaign. Turkey was, and still is, a candidate country to join the European Union, so Vote Leave could claim some tangential factual accuracy. But there was no actual prospect of its application succeeding, and Britain could have vetoed its accession anyway (though, to be fair, the British government wasn’t inclined to, unlike the government of France and several others). But the ad played to fears of a new wave of immigrants under the EU’s freedom of movement rules – and olive-skinned Muslims at that. The Labour ad’s facts are just as tangential, and it is even more fundamentally untrue. But the Vote Leave ad was regarded as a big success, for all the furore (in fact partly because of it), and so the political professionals seek to emulate it. These professionals have Sir Keir’s ear and they are doubtless very pleased with themselves.
The aim of the ad isn’t to persuade people that Mr Sunak actually thinks that child sex offenders shouldn’t go to prison, or even to persuade people that Labour would be much different. It is to neutralise Conservative attempts to paint Labour as soft on crime. It draws attention to the government’s generally dismal record on public services, which certainly includes the police and the courts, to point out that Tory claims on law and order don’t add up to much. If readers cynically shrug and say “They’re all the same”, then the ad will have done its work. Complaints by liberal types only go to show that the Labour leadership is made of different stuff. Indeed to be complained about by Guardian readers is a badge of honour that the leadership of both main parties seek as free and welcome publicity. This is utterly depressing for people on the left of politics.
Some are suggesting that this tack by Labour might backfire, though. The New Statesman reports one Labour adviser as saying “…it won’t work because we won’t win from the gutter – our biggest problem is not failing to attack Rishi, it’s lacking a positive alternative vision – and because dredging up past records won’t end well for Keir. The Tories will go to town with his DPP record.” But that is to misunderstand the strategy. Labour is defending a very healthy poll lead; all it needs to do is prevent the Tories from changing people’s minds, and either staying at home or voting for Labour as the lesser evil. The party will doubtless throw in abundant positive stuff about green growth and so on later in the campaign. But for now they are more worried about Tory negative campaigning and feel that the best way of neutralising this is in negative campaigns of their own. The Tories are going to go to town on Sir Keir’s record as Director of Public Prosecutions anyway.
Another worry for some is that Labour ranks are divided about these tactics, right up to shadow cabinet level. Yvette Cooper, the Shadow Home Secretary, is being briefed against, and is keeping her head down. Instead Labour fielded Emily Thornberry, the shadow attorney general, for media interviews as she evidently wants Ms Cooper’s job. I’m not sure this matters too much if Sir Keir is clearly in charge. Ms Cooper will go quietly out of loyalty – a pity because she probably has more of the sort of administrative competence that Labour will need badly once in power.
And, of course, Labour have no convincing solution to Britain’s law and order crisis without promising more public spending, which they won’t do for fear of Tory attacks on tax rises. Ms Thornberry collapsed spectacularly when pressed on this by her BBC interviewer on the World at One radio programme on Monday; “We’re optimists,” was the best she could do. No marks to the BBC for tamely following Labour’s manipulation of the news agenda, but full marks for its challenging Ms Thornberry robustly. But Labour seem to have got away with it.
Taking the moral high ground is not a successful political strategy. Nothing attracts sneering political and media criticism more. The Lib Dem leader Nick Clegg tried it in the 2010 general election; it generated a brief spurt of popularity, but ultimately turned him into the most hated person in British politics. Jeremy Corbyn, Sir Keir’s predecessor as Labour leader also tried it. This brought him some success in the 2017 general election, against Theresa May, a slightly more scrupulous Conservative leader. But against the entirely unscrupulous Boris Johnson Mr Cornbyn fared hardly better than Mr Clegg. Sir Keir seems to have flirted with the high ground (as Ms Hyde pointed out in her Guardian article), but has wisely decided against it.
It is possible to overdo the negative. The Conservatives are widely thought to have done this with their attacks on Tony Blair in 1997, though these were particularly inept. But this seems hard to do. Britain’s electoral system makes this worse: it encourages a focus on small groups of swing voters, where persuading the other side’s supporters to stay at home is part of the game. Loyal supporters provide campaigners and foot soldiers, but are ignored otherwise. Labour’s grassroots are repeatedly being trodden underfoot by their leadership, and may be unwilling to put much effort into the political ground campaign. Doubtless Labour’s strategists feel they are dispensable – and that enough of them will seek the tribal reward for beating the Tories (and Lib Dems) to do what is needed.
Are we condemned to this sort of politics forever? The public may hate high-minded politicians even more than the regular low-life, but they don’t like politicians generally. If Labour flounders in government, this could generate a backlash against politics generally. If this could be channelled into political reform (with the country’s flirtation with populism evidently exhausted by the Brexit saga), and electoral reform in particular, this might lead somewhere. This did happen in New Zealand in the 1990s. But I wouldn’t bet on it.
Politics is naturally a rough game but this doesn’t mean there aren’t unwritten rules. For a former director of the the CPS to attack Sunak over sentencing policy when he would have had far greater influence over it than Sunak has ever had doesn’t look good. Starmer didn’t take too well to personal criticism over the Jimmy Saville affair and this really isn’t much different.
Starmer has tried to present himself as a person of integrity. So he cannot have it both ways. He cannot chop and change, he does need to find some level of consistency to maintain credibility with the voting public. This credibility is already largely shot through with a large section of the Labour and ex-Labour membership.
Keir Starmer stood for leader describing Jeremy Corbyn as “a colleague and a friend” who wanted to “build on that legacy.” He said he wanted local parties to choose their electoral candidates, he said he wanted to unite the party, he made a list of ten now reneged upon pledges. It is now clear that it was all one lie after another.
Perhaps the biggest problem for Starmer will come if it begins to resonate with the public that he will say one thing before an election, whatever he thinks it will take to win, and another thing afterwards.
The Tories, quite rightly, won’t give him an easy time about that when the election campaign starts in earnest.
It is very hard to know how Starmer will govern if he becomes PM. He clearly thinks that soft support is enough though!
O the horrors of how British Democracy is functioning these days! We need reform. The fundamental principle is that communications for election purposes should be available publicly and rebuttable with the broadcaster or social media platform transmitting the message having the normal obligations of a publisher. If that closed down the use of social media for election purposes, well and good – it would stop Russia manipulating the elections of any country introducing such a regime The introduction of PR would also help, as you imply Matthew, by stopping election campaigns appealing to a swing votes in a relatively small number of seats. And Lib Dem policies could stop being quite so tied to the interests of cultivated well educated properly owners in places such as Richmond and Bath, with a dash thrown in of not upsetting the agricultural workers of the West Country
Labour have no clean hands on this …. however they risk jeopardising their appeal to the Blue Wall voters. Liberals, progressives and middle of the road conservatives want evidenced based politics, reform and action on real issues like river water quality. The “tough on crime” antics of the tabloids is a return to Blairite politics with a whiff of Murdoch press standards. Sir KS may have stumbled here: liberals have an opportunity to revisit and realign voters in these key seats away from both a lacklustre Tory government and an increasingly / potentially arrogant Labour option.