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Labour sponsors adverts advising people to vote tactically for Labour

03 Jul 2024 5 minute read
Llinos Medi, Plaid Cymru’s candidate for Ynys Môn, one of two seats targeted by the Labour ads.

Martin Shipton

Labour is using tactical vote messaging in Wales to encourage people to vote only for its candidates in the general election, it has emerged.

The cheeky tactic has been exposed by the research group Who Targets Me, which posted an image of one of the Labour adverts on its X feed.

Who Targets Me said “Labour is running ads in Wales encouraging tactical voting (provided your tactical vote is for Labour). Looks like they’re targeting Ynys Môn and Caerfyrddin (both currently Conservative) constituencies with these.”

Headed Tactical Vote Wales, as if it was a non-partisan source of advice, the adverts nevertheless have to comply with the law by stating that the message is paid for by Welsh Labour.

The Labour-sponsored message reads: “Wondering how to get the Tories out? Here is your tactical voting recommendation.” Beneath there is a large message saying, “Your tactical vote recommendation: LABOUR”.

The latest polls suggest that in both Caerfyrddin and Ynys Môn, the battle is between Labour and Plaid Cymru, with the Conservatives in third place.

Virginia Crosbie

In Ynys Môn, the Tory candidate Virginia Crosbie is hoping to win a second term at Westminster following her surprise victory in the seat in 2019, while in Caerfyrddin Tory Chief Whip Simon Hart, a former Secretary of State for Wales, wants to continue his political career as MP for the new seat, which has been created following the boundary changes that saw the number of MPs elected from Wales reduced from 40 to 32.

We sought a comment from Plaid Cymru in response to the Labour tactical voting ruse, and were advised to quote from a statement issued by party leader Rhun ap Iorwerth. Ahead of a tour of a number of key constituencies on Wednesday, he said: “This election campaign has made it clear: the Tories’ time is well and truly over. After a disastrous 14 years in power and a catastrophic campaign, it’s no surprise that people want to give them a beating at the ballot box.

“As I’ve campaigned across Wales during this campaign, it’s obvious that Labour’s looming majority is much more about rejecting the Tories than any real embrace of what Labour has to offer. It is no wonder – after 25 years in power in Wales, the Labour Party has grown arrogant, as displayed by Vaughan Gething’s decision to ignore the Senedd’s vote of no confidence in him.

“Today, I’m making a final push for Plaid Cymru’s positive message for a genuine alternative to the negativity of the Tories and the complacency of Labour. I am determined to ensure that as many people as possible hear Plaid Cymru’s passion about giving our communities a strong voice.

“In Ynys Môn and Caerfyrddin, Plaid Cymru is the party to keep the Tories out. Yesterday’s final YouGov poll for Wales proved it. In Ceredigion and Dwyfor Meirionnydd, Ben Lake and Liz Saville Roberts are living proof of the value of electing dedicated local champions to Westminster. And across Wales, every vote for Plaid Cymru is a signal of our nation demanding a voice.

“By standing in the way of Wales’ journey towards greater self-government in this election, Labour has shown itself to be fighting for London, not for Wales. Plaid Cymru will always put Welsh communities before party interests.

“The Tories have given up. Labour is taking you for granted. It’s time to vote Plaid Cymru to force the next UK Government to finally sit up and take notice of Wales.”


Meanwhile ITV Wales published seat projections from their final poll of the election campaign, undertaken by YouGov.

The Barn Cymru poll projects Labour winning potentially up to 29 of the 32 seats, with the Tories losing key seats including Monmouthshire, the Vale of Glamorgan and Wrexham.

Plaid Cymru are expected to win in Ceredigion Preseli and Dwyfor Meirionnydd according to the poll, though four seats remain too close to call.

Ynys Môn and the constituency of Caerfyrddin are both set to be battlegrounds between Plaid Cymru and Labour, while Brecon, Radnor and Cwm Tawe is set to be contested by the Conservatives and Liberal Democrats, and Montgomeryshire and Glyndwr is deemed too close to call between Labour and the Tories.

Brecon, Radnor and Cwm Tawe

The tightest seat in Wales is projected to be Brecon, Radnor and Cwm Tawe, with the Tories and Liberal Democrats each within one point of victory according to the poll.

The seat has been renamed from Brecon and Radnorshire and has seen its boundary enlarged.

It is no surprise the seat is projected to be too close to call, as the Brecon and Radnorshire seat has historically flip-flopped between the Conservatives and Liberal Democrats.

It is one of only two seats which the poll predicts the Conservative Party has a chance of winning.

Both Labour and Plaid Cymru find themselves within three points of victory in Ynys Môn and Caerfyrddin, according to the poll.

Montgomeryshire and Glyndwr is deemed too close to call between Labour and the Tories, with the poll suggesting a Conservative drop-off in support has seen the margin only just move in favour of Labour.

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John Ellis
John Ellis
11 days ago

“Labour is running ads in Wales encouraging tactical voting (provided your tactical vote is for Labour) …”

What need is there for ‘ads’, given that it’s quite easy to consider the previous voting histories of the former constituencies in your area, and then look at the phenomenal number of very specific recent opinion polls?

Do that and you can pretty much work it out for yourself!

11 days ago

Too close to call between Labour and Plaid? Not according to a recent Survation poll which mirrors the PCC vote on the island! Labour is being rather disingenuous. What a surprise that they are more interested in winning the seat by any means necessary than by genuinely averting another Tory victory!

Dr John Ball
Dr John Ball
11 days ago

Whatever the rights and wrongs of this message on Labour’s X feed, the message “wondering how to get the Tories out?” sums up in a few words the paucity of the party’s programme for government.
Roll on independence!

11 days ago

According to Stop the Tories, a website that has been endorsed by many Labour activists if your in Ynys Mon you can vote for whoever you like because the Tories are unlikely to win, but if your in Caerfyrddin then you should vote tactically for Plaid.
I wonder if these ads is actually being backed by the Tories.

If I was in Brecon, Radnor and Cwm-Tawe then I would vote Lib Dem. The chances may be slim but I would rather have them in second place leading the opposition against Labour than the Tories or Farage.

11 days ago

Labour may take their usual share of the seats but for me it is the vote numbers that will tell the real story, a potential pointer to the next Senedd election.

11 days ago

Can’t say that this underhand tactic from Labour is any surprise whatsoever.

Pete Cuthbert
Pete Cuthbert
11 days ago
Reply to  Chris

I think we can expect something equally underhand from the Tories tomorrow!

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