Tory campaign ad sparks backlash for featuring pensioner with rolex complaining about winter fuel cuts

A Conservative Party campaign ad aimed at criticising Labour’s winter fuel allowance cuts has come under fire for featuring a pensioner wearing a Rolex. The advert, which highlights concerns about the cuts, has been widely mocked for using seemingly well-off pensioners to make its case.

Tory Ad on Winter Fuel Allowance Misses the Mark

The winter fuel allowance, which helps pensioners cover heating costs, is now subject to means testing under Labour’s new policy. As a result, millions of claimants will no longer qualify for the grant, potentially leaving many facing difficult financial decisions. While this issue could have been a strong point of criticism against Labour, the Conservatives’ campaign appears to have backfired.

The ad features pensioners expressing concerns over the cuts, but the messaging is undermined by the choice of interviewees. Viewers have pointed out the luxury items in the background, including expensive lamps, high-end coffee machines, and even a piano. The most talked-about moment is when a man expresses his worries about paying bills while wearing a Rolex.

Tell me my party’s social media team did not film a pensioner losing the winter fuel allowance wearing a solid gold @ROLEX? https://t.co/lxgerrgOMI

— Albie (@albieamankona) October 5, 2024

Public Criticism Over Tone-Deaf Campaign

The ad has drawn widespread ridicule online, with many questioning why the Conservatives chose pensioners who appear financially comfortable to represent those affected by the cuts. One interviewee even stated she “won’t forget” Labour’s decision at the next election, but the presence of luxury goods and large homes has led to accusations that the ad is out of touch with those genuinely struggling.

Labour Faces Criticism Over Winter Fuel Cuts

Labour’s decision to means test the winter fuel allowance has proven controversial, with critics arguing that it leaves vulnerable pensioners without support. The Labour government, led by Keir Starmer, claims the policy will save over £1 billion a year. However, the move has opened them up to criticism from all sides.

With the next Labour budget due at the end of October, there are fears of further cuts. However, Chancellor Rachel Reeves has denied any suggestion that these measures will amount to austerity, promising a different approach from previous governments.

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