The Liberal Democrats have responded to criticisms of their use of ‘fake newspapers’ to distribute campaign material by issuing fresh guidance on the practice.

Party president Mark Pack has sent a letter to all local parties advising them to ensure all newspaper-style leaflets distributed to the public are clearly identifiable as coming from the party.

The move follows a pledge by the Society of Editors earlier this year to “name and shame” parties and candidates who continue to attempt to mislead voters by publishing campaign material disguised as local newspapers, a tactic which has been repeatedly highlighted by HTFP.

The Lib Dems were involved in a fresh row over the practice earlier this year when it published a title in Sheffield called the Hallamshire Herald, pictured below.

In his letter to local parties, Mr Pack says that while the party still believes tabloid newspapers are “an effective way of communicating with people”, the use of the format must be done in an “appropriate way” with party affilication clearly labelled on the front page.

He has also asked local campaigners to avoid giving their correspondence titles that could be “confused with any similar local newspapers”.

Responding to the guidance, SoE executive director Dawn Alford said: “While the Society remains strongly opposed to political parties mimicking the format of a local newspaper to correspond with the electorate, we are pleased that the Liberal Democrat Party has listened to concerns raised and issued new strict guidance calling on local parties to make sure that leaflets are clearly identifiable as being from the party on the front page.

“We call on all political parties to issue similar guidelines and we would welcome their commitment to doing all they can to highlight and promote the work of the actual local press as a trusted source of news and information rather than undermining them.”

Mr Pack’s letter states: “For some time we have been asking Lib Dem campaigns across the country to make sure all tabloid leaflets are clearly identifiable as being from and paid for by the Liberal Democrats on the front page.

You will find all the HQ-produced templates provided on the party’s Campaign Hub do this and we ask that local parties stick to this.

“By clearly marking tabloid leaflets as being from the Liberal Democrats in a clearly visible way on the front page, will show us to be leading the way on transparency.

“In the spirit of upholding local journalism and avoiding confusion among residents, please also avoid giving your tabloid a title that could be confused with any similar local newspaper”.