Reform's three-page plea to Wales doesn’t mention 'Wales' once
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A Reform advert in Wales doesn't mention 'Wales' once, but the party mentions 'London' seven times, journalist Will Hayward spotted

A graphic of Reform leader Nigel Farage in front of a Welsh flag and text which reads 'Wales?'

Reform hopes to replace Labour as the party of government in Wales. In its final push to make that happen, the party has taken out a three-page advert in the Powys County Times. However, as journalist Will Hayward highlighted, the advert had a startling omission.

Reform have taken out a three page advert in the Powys County Times ahead of the Welsh election.

In a 478 word letter from Nigel Farage that is included, he doesn’t mention “Wales” once. pic.twitter.com/hfzEgNRy76

— Will Hayward (@WillHayCardiff) May 5, 2026

Reform where?

Will Hayward is a multi award-winning investigative journalist and author focussing on Wales. It’s essential to have journalists like Hayward because the London establishment clearly has no clue about what’s happening over there.

She is going to be really shocked when she finds out who forced this dogs dinner of a voting system on us… https://t.co/Mic4PGMrc6

— Will Hayward (@WillHayCardiff) May 5, 2026

The advert Hayward flagged begins like this:

I love this country. But loving Britain also means being honest about where we are today. Britain is broken. Nothing works as it should anymore.

Far be it for us to tell Reform how to do politics, but it would be better to pitch this at ‘Wales’ rather than ‘Britain’. Wales, Scotland, and the north of Ireland have a problem that England doesn’t have, and that problem is England. There’s no point pretending ‘we’re all in it together‘, because clearly, we’re not.

Shockingly, the next line reads:

Fourteen years of Conservative Government broke Britain. They left us with higher taxes, uncontrolled immigration, high council tax, rising crime and a cost-of-living crisis that is hitting families hard.

It was a lot easier for Reform to make this shtick fly before they started importing Tories en masse.

This would perhaps carry more weight if you hadn’t made numerous criticisms of Robert Jenrick and Suella Braverman but then decided you didn’t mean any of it when they joined Reform. https://t.co/N2eCI2dvtx

— Mike Prendergast (@MikePrendUK) March 23, 2026

To be completely fair, though, Reform was always stuffed full of Tories, as Reform Party UK Exposed highlighted:

Leader: Nigel Farage (former Conservative)
MP: Lee Anderson (former Conservative)
MP: Sarah Pochin (former Conservative)
MP: Danny Kruger (former Conservative)
MP: Robert Jenrick (former Conservative)
MP: Andrew Rosindell (former Conservative)
MP: Suella Braverman (former Conservative)
Deputy Leader: Richard Tice (former Conservative)
Chair: Dr David Bull (former Conservative)
Deputy Chair: Paul Nuttalls (former Conservative)
Leader in Scotland: Malcolm Offord (former Conservative Life Peer)
Mayoral Candidate: Laila Cunningham (former Conservative)
Mayor of Lincolnshire: Andrea Jenkyns (former Conservative MP)
Leader in London: Alex Wilson (former Conservative)
Leader of Kent Council: Linden Kemkaran (former Conservative)
Leader of Derbyshire Council: Alan Graves (former Conservative)
Leader of Worcestershire Council: Jo Monk (former Conservative)
Leader of Durham Council: Andrew Husband (former Conservative)
Leader of Leicestershire Council: Dan Harrison (former Conservative)
Leader of Lancashire Council: Stephen Atkinson (former Conservative)
Leader of North Northamptonshire: Martin Griffiths (former Conservative)

London, London, London

Lower down, it becomes clear why the advert doesn’t mention Wales once.

London needs Reform. It is one of the world’s great capitals. Yet these days Sadiq Khan’s London often feels lawless and unrecognisable to Londoners who can no longer afford to live in their own city.

Clearly, Reform drafted one advert for the entirety of Britain and called it a day. Presumably, this is how it plans to govern too. What’s good for the City of London will be prioritised and the rest of Britain will have to like it or lump it.

Oh, and let’s not pretend London will magically become affordable when it’s run by the ex-Tories and bankers in Reform UK. Not that anyone outside of London should particularly care one way or another when they’re voting in the local elections.

Be sure to bear all this in mind, anyway, when you’re choosing who to vote for on 7 May.

Featured image via the Canary

By Willem Moore

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