Clacton by-election: Reform UK spends over £10,000 on Meta ads as polls open
Analysis by Politico reveals the Reform UK leader is the only candidate utilising paid social media features to counter joke candidate Count Binface
Voting has commenced in the Clacton by-election, a contest triggered by Nigel Farage’s resignation as the Member of Parliament in July. The Reform UK leader is facing a campaign defined by its unusual dynamics, with his primary opponent being Count Binface, a character known for dressing as a dustbin.
According to analysis published by Politico, Farage has spent more than £10,000 on digital advertisements across Meta platforms, including Facebook and Instagram. This expenditure makes him the sole candidate in the by-election to utilise paid Meta features to bolster his online presence.
The digital campaign employs a twin-track strategy, portraying Farage as both a champion for local residents and an insurgent leader opposed to the political establishment. Approximately £4,000 to £4,500 was allocated to a five-minute video in which Farage discusses his local connections and alleges that the political elite are using foul means to hinder his party’s success.
Additional spending includes nearly £1,000 on videos urging supporters to request “I’m with Nigel” garden signs, and around £500 on ads encouraging voters to return postal votes and send a message to the establishment. Farage stated in the video that he wished to be judged by voters rather than the political class or mainstream media.
The by-election is viewed by many as a postponement rather than a resolution of the financial sleaze allegations facing Farage, specifically regarding the failure to properly declare donations such as a £5m gift from a cryptocurrency billionaire. While Reform UK has held a poll lead for most of the past 16 months, the outcome of this contest will not settle the ongoing scrutiny of his party’s financial conduct.
