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The party’s latest ad campaign launches personal attacks on Rishi Sunak. What’s behind its new ruthless approach?
Labour’s new attack ad campaign came as a shock, even to some senior members of the party. Its social media strategy ahead of next month’s local elections started with a highly personal attack on Rishi Sunak, suggesting he somehow does not think adults who sexually assault children should go to prison. It was followed by another ad focusing on the Sunak family’s taxes.
It’s a marked change from Keir Starmer’s previous approach of emphasising his personal integrity and insisting he wants to bring honesty back into politics. So what’s changed? The Guardian’s deputy political editor, Jessica Elgot, explains what it says about the party’s confidence, unity – and the threat posed by Sunak. And she tells Hannah Moore whether it could mean the next general election will be be the most ruthlessly fought yet.
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