Campaign

A Campaign is the organised effort to persuade voters, raise awareness of an issue or support a candidate before an election. In the UK, campaigns can involve leaflets, door-to-door conversations, social media, posters, public meetings and local events—but they are also governed by rules designed to keep the process fair and transparent.

This guide explains how election campaigns work, what candidates and campaigners can and cannot do, how campaign spending is regulated, and how voters can assess the messages they receive. It is written for UK readers, including anyone in Worcester who wants to understand what happens before polling day.

What is a Campaign?

A Campaign is a planned series of activities intended to influence public opinion or encourage people to vote in a particular way. It may be run by a political party, an independent candidate, a campaign group, a charity or an individual supporter.

Campaigns can cover many subjects. Some focus on electing a councillor or MP; others promote a local cause, such as better transport, safer streets, improved public spaces or support for the night-time economy. The methods may differ, but the aim is usually to explain an argument clearly and encourage people to take action.

In an election context, a Campaign often includes candidate introductions, policy promises, local leaflets, social-media posts, canvassing and public debates. The Electoral Commission notes that candidates and parties can begin campaigning at any time and do not have to wait until they are formally nominated. [95][96][104]

Who runs a campaign?

Several types of organisations and individuals may run a campaign during an election period.

• Political parties: Promote their candidates, policies and national or local priorities.
• Independent candidates: Campaign without formal party backing.
• Local campaign groups: Focus on community issues, planning, transport, licensing or local services.
• Charities and voluntary organisations: May campaign on issues connected to their charitable purpose, within legal limits. [99]
• Individual supporters: May share material, volunteer or discuss issues with friends and neighbours.

Not every campaign is tied to a political party. A campaign group may focus on a single local issue, while a party campaign may cover a wider range of national and local policies.

How a UK election campaign works

A campaign usually begins well before polling day. Candidates may announce their intention to stand, publish material and ask for support before they are officially nominated. [95][96]

As polling day approaches, activity often becomes more visible. Voters may receive leaflets, see posters, receive emails or social-media adverts, or speak to campaigners in their neighbourhood.

Typical campaign activities

• Delivering leaflets and newsletters.
• Canvassing, which means speaking to voters to encourage support.
• Posting on social media and running online adverts.
• Attending hustings, public meetings or community events.
• Putting up posters and banners, subject to local planning rules.
• Encouraging people to register to vote and check their photo ID.

Campaigning can be local, national or issue-based. A Worcester campaign might focus on city-centre safety, licensing, transport or support for local businesses, while a general-election campaign may cover wider national issues.

Campaign spending rules

Campaign spending in UK elections is regulated by the Electoral Commission. The rules are intended to make spending fair and transparent, and to prevent campaigns from gaining an unfair advantage through unlimited expenditure. [91]

There are limits on how much political parties, candidates and campaigners can spend during a campaign. After an election, information about campaign spending and larger donations can be published online. [91]

What counts as campaign spending?

Campaign spending can include costs connected with promoting a party, candidate or campaign message. For political parties, this may include advertising, printed materials, digital campaigns, staff costs and other activities used during the regulated period. [101]

The Electoral Commission explains that the regulated period is the period when spending limits and reporting rules apply. For the 2024 UK general election, that period began on 6 July 2023 and ran until polling day on 4 July 2024. [101]

Spending limits depend on the type of election, the part of the UK and, for parties, the number of seats being contested. [101] These figures can change between elections, so candidates and agents should always use the Electoral Commission’s current guidance.

Donations and reporting

Campaigns may receive donations, but there are rules about who can donate, how donations are recorded and what must be reported. The Electoral Commission requires parties and candidates to report campaign spending and donations after an election. [91][101]

This transparency helps voters understand who is funding political activity and how campaign money is being used.

Campaign publicity and imprints

Campaign material must be clear about who is behind it. Printed campaign adverts, such as leaflets and newspaper adverts, must show who paid for them. [91]

The Electoral Commission requires candidates and agents to use imprints on printed campaign material and on electronic material designed to be printed locally. An imprint identifies the person or organisation responsible for the material. [92][95][104]

What an imprint helps with

• It shows voters who produced or paid for the material.
• It makes campaign communications more accountable.
• It helps people distinguish independent campaign material from official electoral information.
• It supports transparency in both printed and digital campaigning. [92][95]

Social-media companies also have their own transparency rules. For example, political adverts on some platforms may show who paid for them, although the exact requirements vary by platform. [91][99]

What campaigners must not do

Campaigning is regulated, and some behaviour is prohibited. The rules are designed to protect voters, prevent intimidation and maintain confidence in the electoral process.

• Campaigners must not knowingly make false statements about the personal character or conduct of another candidate. [94][99][104]
• Candidates must not try to persuade voters through improper inducements, such as promising personal rewards in exchange for support. [91]
• Canvassers must not be paid for persuading electors to vote for or against a candidate or party. [94][104]
• Campaigners must not handle another person’s completed ballot papers or postal ballot packs, except in limited circumstances involving close family or someone they care for. [94][97]
• Campaigning cannot take place inside polling stations on polling day. [91]

The Electoral Commission’s code of conduct also addresses behaviour outside polling places. Campaigners may put their messages to voters in public spaces outside polling places on polling day, but they must behave appropriately and respect voters’ rights. [97]

Campaigning on social media

Social media has become a major part of modern political campaigning. Parties and campaign groups use it to share messages, respond to news, recruit supporters and target adverts to particular audiences.

The Information Commissioner’s Office explains that political parties use social-media advertising and should make it clear when people’s personal information is used to send them targeted adverts. [102]

How to assess social-media campaign posts

• Check who published the post and whether it has a clear imprint or sponsor.
• Look for the date, especially if the post refers to an older election or policy.
• Distinguish between verified facts, opinion and campaign messaging.
• Check whether a claim is supported by an official source.
• Be cautious about posts designed mainly to provoke anger or fear.

The Electoral Commission notes that there are few restrictions on what candidates, parties or campaigners can say in campaign materials, but false statements about a candidate’s personal character or conduct are illegal. [99]

Political advertising rules

Political advertising in the UK is regulated differently depending on the medium. Political advertising on television and radio is not allowed; instead, political parties may make party political broadcasts, which are not classified as advertising. [99][105]

Non-broadcast political advertising, including leaflets, newspapers and social media, is largely exempt from Advertising Standards Authority regulation when its main purpose is to influence voters in an election or referendum. [99][105]

That does not mean campaigners can say anything they like. It remains illegal to publish a false statement of fact about the personal character or conduct of a candidate, and social-media platforms may apply their own content and advertising policies. [99][105]

How voters can evaluate a campaign

A Campaign is designed to persuade, so it is sensible to approach campaign material critically. This does not mean dismissing every message; it means checking whether the information is accurate, relevant and clearly sourced.

Look for evidence

Good campaign material should explain what a candidate or group wants to achieve and how they intend to achieve it. Look for specific commitments, evidence and realistic plans rather than vague slogans.

Check the source

Ask who produced the material. A leaflet, advert or social-media post should make it clear whether it comes from a party, candidate, campaign group or another organisation. [91][92]

Compare different viewpoints

Do not rely on one source. Read material from different candidates and parties, as well as independent local reporting, official council information and non-partisan voter resources.

Separate national and local issues

A national party’s position may not always explain what a local candidate will prioritise. For local elections, look for commitments on issues that directly affect your area, such as housing, licensing, public transport, community safety and public spaces.

Be careful with misinformation

Misinformation can spread quickly during a campaign, especially on social media. Check dates, sources and official guidance before sharing a claim. The Electoral Commission advises voters to know where information comes from so they can make an informed decision. [91]

Campaigns in Worcester

Worcester campaigns often combine national issues with local concerns. Voters may hear about the economy, health services or education, alongside matters such as city-centre safety, housing, public transport and support for local businesses.

For people interested in Worcester’s nightlife, relevant campaign issues may include licensing policy, public transport after closing time, safety in the city centre, street cleanliness and the protection of independent venues.

Local campaign material should be judged on its relevance to Worcester as well as its national messaging. A promise made in a national manifesto may not automatically translate into a specific local commitment.

Campaigning and polling day

Polling day has particular rules. Campaigning cannot take place inside polling stations, and broadcasters generally stop reporting campaign material on polling day. [91]

Campaigners may still be present in public spaces outside polling places, where they can share their message with voters. [97] Voters should be able to enter and leave polling stations without feeling pressured or intimidated.

If you are voting in Worcester, check your poll card for your polling station and voting hours. Worcester City Council provides official information on polling station locations for local voters. [76]

How to take part responsibly

You do not need to be a candidate to take part in a Campaign. There are many constructive ways to engage with local democracy.

• Register to vote and check your photo ID before polling day.
• Read material from more than one candidate or party.
• Attend a local hustings or community meeting if one is held.
• Ask candidates clear questions about issues that matter to you.
• Share information only after checking its source and date.
• Respect other people’s right to a different political view.

Responsible participation is not about agreeing with everyone. It is about engaging with facts, listening to different perspectives and making your own informed decision.

WorcesterNightLife’s Worcester Party section is a historical photo archive covering photographs taken between 26 August 2011 and 26 January 2013. It is not a current campaign or election listing, but it provides a valuable visual record of Worcester’s social and nightlife history. [10][12]

FAQs

What is a Campaign in an election?

A Campaign is an organised effort to persuade voters, promote a candidate or raise awareness of an issue before an election. It can include leaflets, canvassing, social media, posters, events and public meetings.

Who regulates campaign spending in the UK?

The Electoral Commission regulates campaign spending. It sets rules on spending limits, donations and reporting, and publishes information about campaign finance after elections. [91][101]

Do campaign leaflets need to show who paid for them?

Yes. Printed campaign adverts, such as leaflets and newspaper adverts, must show who paid for them. The Electoral Commission also requires imprints on printed campaign material and on electronic material intended to be printed locally. [91][92]

Can campaigners speak to voters outside a polling station?

Campaigners may put their messages to voters in public spaces outside polling places on polling day. However, campaigning cannot take place inside polling stations. [91][97]

Can a candidate lie about another candidate?

It is illegal to make or publish a false statement of fact about the personal character or conduct of a candidate. The Electoral Commission also warns candidates not to knowingly make false statements about another candidate’s personal character. [94][99]

Are political adverts allowed on UK television?

No. Political advertising on television and radio is not allowed in the UK. Political parties may instead make party political broadcasts, which are not classified as advertising. [99][105]

Can charities campaign during an election?

Charities in England and Wales can engage in campaigning and political activity where it furthers their charitable purposes and is in the charity’s best interests. They must do so in line with the law. [99]

How can I tell whether campaign information is reliable?

Check the source, look for an imprint or sponsor, verify the date and compare the claim with official information. The Electoral Commission encourages voters to know where information comes from so they can make informed decisions. [91]

Can campaigners handle my postal vote?

Campaigners must not handle anyone else’s postal voting documents. The Electoral Commission’s code of conduct makes clear that campaigners should never handle another person’s postal voting documents. [97]

A Campaign can inform, persuade and mobilise voters, but it should always be judged critically. By checking sources, understanding the rules and focusing on local issues, voters can take part in UK elections with greater confidence.