Voters across England have been sent mock newspapers with a bright red masthead – which on closer inspection look like Labour Party leaflets.

On further closer inspection, they turn out to be Conservative Party leaflets. 

A Surrey voter was sent a red mock newspaper titled 'Godalming and Ash Future’, using the name of the constituency. On a second look, he realised it was pushing the local Conservative candidates.

Godalming resident Chris Everett told Byline Times: “There are only two mentions I could find of the word 'Conservative’ and nowhere in large print.” He could not immediately spot a legally-required imprint. 

There are some positive mentions of the Government and “many of Jeremy Hunt” – the prospective Conservative candidate for the new Godalming and Ash constituency (Hunt's team has previously downplayed rumours he might step down).

Mr Everett also hit out at the leaflet's claim that, in 2019, the Government promised to recruit 20,000 extra police officers, and that this has happened.

“It is entirely dishonest: under Conservative rule, police numbers fell from a peak of 172, 600 in 2010 to just over 150,000 in 2017, a 14% fall," he said. "In fact, under Labour, police numbers rose from 198,000 in 2003 to 244,000 in 2010 – a 23% increase.

“The 'extra' Tory recruitment since 2019 has nearly made up the difference, but, contrary to the claim that police levels now are higher than in 2010, they are in fact still 0.5% below the Labour peak,” added Mr Everett, drawing on House of Commons research. 

Residents in Eltham and Chislehurst in London – where voters will decide whether to back or sack Labour's London Mayor Sadiq Khan on 2 May – have also received a leaflet with a red newspaper-like masthead, dubbed ‘Eltham and Chislehurst Future’. 

The 'Eltham and Chislehurst Future' mock newspaper from the Conservatives

But it appears to make no mention of London Conservative mayoral candidate Susan Hall AM, except for a tiny legally-required imprint on one page, which reads that it is “on behalf of Charlie Davis and Susan Hall”. The imprint fails to mention the Conservative Party. 

Charlie Davis is the parliamentary candidate for the general election, which is expected to be some months away – meaning the leaflet is attacking Sadiq Khan but seemingly failing to promote the Conservatives’ own candidate, Susan Hall, as the electable alternative. 

The leaflet almost suggests that Charlie Davis is the mayoral candidate or that Khan is the parliamentary candidate. 

The leaflet contains a pseudo comment piece from a local activist

One Londoner who received the bright red leaflet, Greenwich resident John, told Byline Times: “The Conservatives are pushing party political leaflets pretending to be local newspapers. At first glance, the red header suggested to me that it was a Labour leaflet or a new local paper. Obviously not reading it, but if I didn't follow local politics I'm not sure how I'd interpret it.”

He added: “I just get frustrated with the tactics being used in politics. Most of this leaflet is spin using selective stats to push a narrative and if I'm honest I find it insulting. As a point of principle, most people in their day to day lives don't use underhand tactics to get by because they are decent individuals.

"Why a political party would believe that basing their campaigning on exactly these tactics is a good foundation for a successful time in office is beyond me.”

Another Conservative leaflet sent out in Gloucester boosts both the Police and Crime Commissioner candidate – elected on 2 May – and parliamentary candidate, the latter of which will not be elected for months. Again, it uses a red masthead design, which is likely to be distributed by Conservative Party headquarters. 

One voter, Sophie of Gloucester, received it and said: “[At] first glance you’d think it was Labour, but actually [it’s] promoting the Conservatives. Why don’t they want to use their usual blue I wonder?”

Derek, of Cheltenham, replied on NextDoor: “Probably because most people would bin it immediately.” 

Another local voter, Marie, added: “We thought it was Labour canvassing.”

Sophie, who received the leaflet, said: “The Conservative brand has become so toxic that individual MPs who want to cling onto their seats will do anything.”

Stephen, of Cheltenham, noted that Conservative MPs are now putting out leaflets with “no mention of [the] Conservatives”. “They are more worried about losing their seats than supporting the party they are supposed to,” he said. 

Voters who spoke to Byline Times are questioning whether the Conservative Party brand is now so toxic that they have ditched their own colours, logo and name.

Conservative Party HQ was contacted for comment. 

Spotted something strange ahead of the local elections? If you have a political story or tip-off, email josiah@bylinetimes.com