Overview
- Reform MP Sarah Pochin told a TalkTV phone‑in that adverts are “full of black people, full of Asian people” and claimed “average white” families are no longer represented.
- Pochin later apologised, calling her phrasing poor and denying racist intent, while framing her comments as a critique of diversity policies in advertising.
- Nigel Farage labelled the remarks “ugly” and “wrong” yet said he would not take stronger action because he did not believe her intention was racist, leaving the whip in place.
- Senior figures including Keir Starmer, Wes Streeting and David Lammy condemned the comments and urged action, the Liberal Democrats demanded suspension, and a Commons exchange saw Dawn Butler forced to withdraw calling Pochin a “racist.”
- Coverage cited Channel 4 data showing Black people feature in 51% of ads despite being around 4% of the population, while industry voices argued ads are aspirational and consumer‑tested, and analysts warned the row heightens Reform UK’s reputational and electoral risks.