Wokingham Liberal Democrats have been accused of being deliberately deceptive with their latest marketing that has been appearing through letterboxes throughout the constituency this month.
The Wokingham Magazine is a 12-page glossy publication that some people have taken to thinking was a genuine magazine, rather than a political publication. It features interviews, comments and features on Mr Jones, who is hoping to win the parliamentary seat in the next general election.
The campaign tactic, which follows on from the Wokingham Gazette – a fake newspaper the party published last year – has met with criticism from voters.
Fiona Dignan, a self-confessed Liberal Democrat supporter, initially took to social media to express her concerns.
She later told Wokingham Today: “I am a Lib Dem voter and am hoping to support Clive Jones at the next election, but I was disappointed by receiving a copy of the Wokingham Magazine.
“I feel it is deliberately deceptive. Its layout makes it look very much like one of the other Wokingham magazines, and it was only until I was about three pages in that I realised it was actually Lib Dem campaign material.
“This feels disingenuous, only in the very small print at the back does it make clear that this is printed by a political party.”
Fiona concluded: “It’s 2023 and there are so many more ways to engage with potential voters. To stand out, candidates need to be open and transparent. This leaflet was certainly not that.”
In response to the claims, Adrian Betteridge who is chair, Wokingham Borough Liberal Democrats, told Wokingham Today: “We are committed to communicating Clive Jones’ positive message to residents and we use a variety of formats to appeal to and engage with different people.
“Our literature always includes a clear statement on who it is from, and will continue to do so. We believe that most people enjoy this magazine-style format and the positive messages it contains.”
Liberty Davidson, a spokesperson for the Electoral Commission, confirmed that electoral law does not make any provisions for the style and format of campaign material.
“There is a legal requirement for campaign material by parties and campaigners to include information to identify the person or organisation which has caused it to be published,” she said.
The Wokingham Magazine included the legally required information in small print on the back page of the eight-page publication.
Similar publications are used by other political parties across the country.
