Jonah Patel
In the UK, campaigning on election day is restricted by a media blackout rule that prevents television and radio stations from covering elections once the polls open. This rule, enforced by Ofcom, the UK's media regulator, states that discussion and analysis of election and referendum issues must finish when the poll opens. However, the rise of online campaigning has allowed political parties to circumvent this rule by spending large sums on digital advertising. While campaigning is still allowed on election day, certain restrictions apply, such as the prohibition of campaigning inside polling stations.
Characteristics and Values
| Characteristics | Values |
|---|---|
| Can political parties campaign on election day in the UK? | Yes, but with some restrictions. |
| Can political parties advertise on TV and radio on election day? | No. There is a media blackout rule enforced by Ofcom that restricts broadcasters' coverage while polls are open. |
| Can political parties advertise online on election day? | Yes. There are no specific rules about what can be published on social media or websites on election day. |
| Can political parties distribute campaign literature on election day? | Yes. Leaflets, letters, and digital messages are commonly used to target voters who are still undecided or may change their minds. |
| Can political parties engage in "knocking-up"? | Yes. This involves reminding voters to vote and encouraging them to support a specific party. |
| Can political parties target specific wards or constituencies? | Yes. Data from "knocking-up" and tellers helps identify wards that are likely to be won or lost, allowing parties to allocate resources accordingly. |
| Are there rules about transparency in campaigning? | Yes. The Electoral Commission regulates the money spent on election campaigns to ensure fairness and transparency. Campaign advertisements must also disclose who paid for them. |
| Are there rules about what can be promised or said during campaigning? | Yes. Candidates cannot make unrealistic promises or lie about another candidate's character or behavior. |
| Can campaigning take place inside polling stations on election day? | No. There are strict rules against interference by party supporters inside polling stations. |
| Can the media report on election day? | Yes, but with restrictions. Newspapers and magazines can publish discussions of policy and political issues, while broadcasters can report on procedural aspects, such as party leaders casting their votes. |
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What You'll Learn
Online campaigning and advertising
In the UK, there are strict rules in place regarding what can be broadcast on television and radio during election campaigns. Ofcom, the UK's media regulator, enforces a broadcasting rule that states "discussion and analysis of election and referendum issues must finish when the poll opens". This means that television and radio stations are restricted from broadcasting any political speeches or interviews from 7 am to 10 pm on election day.
However, this rule does not apply to online campaigning and advertising. Political parties have increasingly turned to digital platforms to circumvent the media blackout during elections. Online campaigning allows parties to continue promoting their core messages to wavering voters even when traditional media outlets are prohibited from covering election issues.
For instance, during the UK's 2024 general election, political parties were expected to spend over £1 million on online adverts on election day. Labour purchased adverts on the homepages of more than 50 websites and continued to run adverts on social media platforms like Facebook, Instagram, YouTube, and Spotify. The Conservatives, meanwhile, invested heavily in localised Facebook adverts, while Nigel Farage of Reform UK utilised TikTok to reach voters.
Online campaigning offers several advantages to political parties. Firstly, it enables them to bypass the traditional media blackout and reach voters directly. Secondly, it provides a cost-effective way to target specific demographics and geographical areas with tailored messages. Finally, online campaigning allows parties to engage with voters in a more interactive and personalised manner, utilising videos, images, and targeted content to make their messages more appealing and accessible.
While online campaigning provides opportunities for political parties, it also raises concerns about transparency and fairness. The Electoral Commission regulates the money spent on election campaigns to ensure fairness and openness. However, the rapidly evolving nature of digital campaigns and the complexity of tracking online spending across various platforms pose challenges to effective regulation. Additionally, the absence of specific rules regarding what can be published on social media during elections creates a grey area that political parties can exploit to influence voters without adhering to traditional campaign restrictions.
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Campaigning in person
Political parties adapt to this restriction by shifting their focus to in-person campaigning strategies. One common tactic is "knocking-up," where campaigners personally visit voters' homes to encourage them to vote and promote their candidate or party. This approach ensures that supporters follow through with their voting intentions and can even sway undecided voters or those open to tactical voting.
Campaigners also station themselves at polling stations to collect data on who has voted. This information helps optimise resources by identifying close wards that require additional support. Polling day campaigning also involves delivering campaign literature, such as leaflets, letters, and digital messages, to target voters who may still be undecided or open to changing their minds.
It's important to note that campaigning is subject to specific regulations. For example, campaigning is prohibited inside polling stations on polling day. Additionally, printed campaign advertisements must disclose the source of funding to ensure transparency in election campaigns. These rules are in place to maintain the integrity of the electoral process and provide voters with the information they need to make informed decisions.
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Campaigning via social media
In the 2024 UK General Election, political parties were expected to spend over £1 million on online adverts on election day, a significant increase from previous elections. This shift to online campaigning has made it difficult to enforce the longstanding broadcasting rule that prohibits election coverage once voting has begun.
Social media platforms like Facebook, Instagram, YouTube, and TikTok have become key battlegrounds for political parties. For example, in the 2024 election, the Labour Party purchased adverts on more than 50 websites' homepages and continued to run adverts on social media platforms, reassuring voters that it was safe to support them. Meanwhile, the Conservatives spent heavily on localised Facebook ads, warning about the risks of a Labour "supermajority".
Nigel Farage, campaigning for Reform UK, utilised both Twitter and TikTok, showcasing his policies and casual content, such as having a pint of beer. These strategies demonstrate a recognition of the influence of social media in shaping voters' decisions, especially as many voters may still be undecided or open to persuasion on election day itself.
While social media campaigning offers opportunities for political parties to reach voters directly, it also raises concerns about the lack of regulation in this space. Unlike traditional media, there are no specific rules governing what can be published on social media during elections. This discrepancy has led to criticism of the outdated nature of media blackout rules, which were established in a different media landscape.
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Campaigning in print
Printed campaign advertisements, like leaflets or newspaper adverts, must show who paid for them on the advert. This is to ensure transparency in political campaigning, so voters know where the information is coming from and can make informed decisions about who to vote for.
Campaigners continue to deliver campaign literature on election day, as people are still making up their minds about how to vote, and those who think they have decided might change their minds. Leaflets, letters, and digital messages continue to be distributed.
There are no specific rules about what can be published on social media on election day, so campaign material may still appear on social media feeds. An exception to this is the BBC, which states in its editorial guidelines that it will not be publishing campaign material across any platform, including social media.
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Campaigning rules and regulations
In the UK, there are several campaigning rules and regulations that political parties must adhere to during election campaigns. These rules are shared with political parties and campaign groups to ensure compliance. For instance, candidates are prohibited from making false statements about another candidate's character or behaviour, and they cannot offer bribes to voters, such as promising everyone a chocolate bar if they win. Campaigning is also restricted in certain locations, such as inside polling stations on polling day.
On election day, campaigning is allowed, but it cannot be broadcast on television or radio. This restriction, enforced by the media regulator Ofcom, states that "discussion and analysis of election and referendum issues must finish when the poll opens". This rule, however, does not apply to online campaigning, which has become an increasingly popular avenue for political parties to reach voters. Newspapers and magazines operate under a different set of rules and are permitted to publish discussions of policy and political issues on election day. They can also endorse specific candidates in their editorial sections.
To ensure transparency, political campaigning regulations require the disclosure of financial information. The Electoral Commission regulates the money spent on election campaigns, imposing spending limits on political parties, candidates, and campaigners. Non-compliance with these rules may result in fines. After an election, the public can access information about the campaign spending of political parties and candidates, including the sources of their larger donations. Printed campaign advertisements, such as leaflets or newspaper ads, must include information about who paid for them.
Campaigners employ various strategies on election day, such as delivering campaign literature and "knocking-up," which involves reminding voters to cast their ballots and encouraging them to vote for a specific party. Campaigners also station tellers at polling stations to collect data on who has voted, which helps optimise their campaigning efforts and allocate resources to target close wards.
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Frequently asked questions
Yes, campaigning is still allowed on election day, but it cannot be transmitted on TV or radio.
There is a media blackout rule that restricts broadcasters' coverage while polls are open. This means that there can be no discussion or analysis of election and referendum issues on TV and radio after polls open.
Examples of campaigning on election day include delivering campaign literature, reminding voters to vote, and allocating resources to maximise impact in close wards.
Yes, there are no specific rules about what can be published on social media on election day. However, the BBC will not be publishing campaign material across any platform, including its social media accounts.
Yes, political campaigning in the UK should be transparent. The Electoral Commission regulates the money spent on election campaigns to ensure that all spending is fair and open. Printed campaign advertisements must also disclose who paid for them.
