"Study Reveals How a Tory Tweet Backfired: Using BBC News Anchor's Image in Attack on Labour

A study suggests a Conservative Party tweet using an image of BBC news anchor Maryam Moshiri gesturing offensively to criticize the Labour Party may have been counterproductive.

Amid internal Tory disputes, some centrist MPs called for the removal of the tweet, while right-wing members supported it. Research by More in Common found that 68% deemed the tweet inappropriate.

Director Luke Tryl noted that segments of the population most likely to switch from Conservative to Labour in key areas found it particularly inappropriate.

Further analysis by Tryl indicated a negative impact on the public's view of the Tory Party, with 44% feeling less favorable towards them. This sentiment was even stronger among potential Conservative-to-Labour switchers.

As for Labour's image, the majority saw no change, but there was a slight increase in favorability among those considering switching from Conservative to Labour. The tweet was least beneficial for likely Conservative-to-Reform UK switchers, showing limited electoral advantage for Rishi Sunak's party.

The controversy began when the Conservatives' social media team used an unauthorized clip of Moshiri, captured before a news segment where she was joking and unaware she was on air, to target Labour's stance on illegal immigration. This coincided with internal Conservative disagreements over Sunak's Rwanda deportation proposal.

Despite criticism from MPs like Alicia Kearns and Tobias Ellwood requesting the post's removal, and disapproval from figures like Lord Barwell, other MPs like Jonathan Gullis stood by the message. The disagreement highlights ongoing tensions regarding campaign tactics within the Conservative Party.