Overview
- The More in Common tracker published in late July recorded Nigel Farage’s approval at -32 percent, a fall of about 10 points in two weeks and the lowest level since the 2024 general election.
- That poll also showed Labour ahead of Reform for the first time in over a year, with Labour on 28 percent and Reform on 24 percent, signalling a rapid shift in national support.
- Coverage links the drop to weeks of negative headlines about undeclared gifts, donations and benefits tied to adviser George Cottrell, raising fresh integrity questions for Farage.
- Farage’s decision to quit as an MP and force the Clacton by-election has limited his television exposure because Ofcom guidance makes broadcasters cautious about interviewing active by-election candidates, and he is still widely expected to win the local vote.
- Commentators warn the crisis is structural because Reform is closely tied to Farage’s personal brand, and pundits and opinion pages have shifted tone from inevitability to doubt about the party’s long-term viability.