Jon Snow: Why is a poster that has your face and your name on then paid for by local councillors who are fighting the council elections?
Zac Goldsmith: Before having the posters designed, which were centrally designed, we [i.e. the Conservative party] checked. We didn’t want to have to do two posters, local election and national elections, because people aren’t going to have two posters in their garden. We wanted one poster for both campaigns and we checked…
Jon Snow: But your poster doesn’t even refer to the council elections!
Zac Goldmsith: It’s says “Vote Conservative”, it was a local election campaign
Jon Snow: “Vote Zac Goldsmith!” Your name.
Zac Goldmsith: It says my name, my picture, and “Vote Conservative”. I am telling you that is absolutely standard across the country.
During this exchange, Zac Goldsmith appeared sometimes to give the impression that this was standard in all parties across the country, but for now, let’s assume that Zac is only qualified to make specific claims about the advice given by his own party, and take him at his word that this was a ‘standard’ solution for Conservative candidates “across the country”.
Then, let’s take a look at an example of one of these posters, and divvy up the… er…
Sorry about that. OK, let’s choose an alternative example using a less controversial candidate, and divvy up the… uh-oh…
Very well, let’s choose another example of a poster using text only to… oh…
Right, on second thoughts let’s take a look at a generic mock-up of one of these posters and divvy up the real estate.
[Psst! But not before pausing to ask if candidates based their poster count on the actual number of posters deployed, or merely the number of sites… which would not take the figure for replacements into account.]
The first thing you may have noticed is that these posters are pretty uniform in design (and while I have seen a poster saying ‘Re-elect (name)’, I have seen none that say ‘Vote Conservative’ as Zac Goldsmith has claimed*… although, even if he is mistaken, perhaps it’s a mark of the man’s modesty that he couldn’t bring himself to look at his own posters.)
The second thing that may have gained your attention is that the posters are clearly not split 50:50 between the ‘candidate’ part and the ‘Conservatives’ part, but are instead uniformly split 75:25 in favour of the candidate (i.e. the person running in the national election).
So your average voter who may have questions about the appropriateness of this claim to begin with might also start asking why the cost is split 50:50 when the standard design of these posters would suggest that a 75:25 split would be more appropriate…. if we are to deem this practice acceptable at all.
Meanwhile, we must also consider that while some Conservative candidates ran in constituencies that included/overlapped boroughs where local elections were conducted on the same day as the general election, these areas do not match or map over each other precisely. Putting posters throughout a constituency may only cover part of a borough, or part/all of two or more boroughs… and (crucially) some boroughs did not run local elections in 2010.
Were costs for posters in such cases always split 50:50? (Oh, and is this the part where we’re patronisingly assured that it’s all very complicated and this is why the sums work out so neatly?)
And what about those Conservative candidates who ran in the national election in areas where no local elections were taking place anywhere near them… but still split the cost of posters 50:50 anyway?
Take a bow, Anne Milton of Guildford:
I’ve asked Anne Milton about this, but she has so far refused to comment… so excuse me while I try to make sense of it all on my lonesome:
I think in this case we’re expected to believe that the Guildford Conservatives are 100% confident that they will go on to ‘rent’ these posters out a second time in an upcoming election, and it is on this basis they have halved the amount of their candidate’s poster expenditure (on paper).
However, this level of creative accountancy not only assumes that Anne Milton will run again, but also assumes that the Conservatives will not change their logo, and that this MP will not change her appearance. OK, so perhaps it can be argued that logo changes are infrequent but the same cannot be said of changes to the appearance of certain MPs:
Amateur propagandist and professional bullshit artist Shane Greer claimed in a recent post on the Total Politics website; “when it comes to accounting for the expense of those posters every other campaign uses the same trick”… but even if we only look at two MPs (from one party), it is clear that there are at least two entirely different ‘tricks’, and neither of them pass the smell test.
Finally, even if we are to accept vague assurances from a range of Conservatives that this is practice is widespread (i.e. that all parties are at this) I do not regard this as acceptable, and neither should you, as it would be yet another example of one set of rules for us, and another set of
rules guidelines for MPs.
Here’s a challenge for the shiny, new Conservative party and their claims to aspire to a new standard of transparency; this information is already in the public domain, and CCHQ could within hours produce a list of every candidate they fielded, how they split the costs of posters, and on what basis they justify this split. While they’re about it, they could also publish the relevant advice to these candidates that Zac Goldsmith heralds as ‘standard’.
Or (and I think this is far more likely) they could compel the ‘great ignored’ to fuss about and ferret out the details on a candidate-by-candidate basis in the hopes of masking any corruption in their ranks.
*UPDATE (5pm) – Finally found a picture of one of Zac Goldsmith’s posters in Flickr. It does indeed say ‘Vote Conservative’ on the bottom
half quarter, so he does have that going for him.
UPDATE (23 Jul) – Channel 4 and the Bureau of Investigative Journalism have discovered that Conservative MP Daniel Byles cut the £2,300 bill for his posters to less than £700 on his declaration on the basis that he plans to use them in two future elections. Move over, Paul the
Psychic Precognitive Octopus.
Meanwhile, Anne Milton’s office insist that I refer any questions to the Guildford Conservative Association, but they in turn have told me that I cannot expect any answers for over a month, because the agent, Jackie Porter, is on holiday until the end of August.
And CCHQ? They clammed up a few days ago after making some vague claims suggesting that the ‘standard’ advice Zac Goldsmith spoke of came directly from the Electoral Commission.