Comment Reform statement 9 November, 2020

Reform calls on Electoral Commission to reject Brexit Party name change

An application by the Brexit Party to change its name to ‘Reform UK’ “risks undermining” the “longstanding goodwill in our name” built up over the past two decades, Reform has said.

Reform has today (9.11.20) published a letter to Mr. Nigel Farage asking the Party to “reconsider the choice of ‘Reform UK’.”

“We are determinedly independent and strictly non-party political. As a charity, this independence is absolutely core to our reputation and work, and therefore the longstanding goodwill in our name,” the letter says.

“Renaming the Brexit Party ‘Reform UK’ risks undermining that goodwill through the confusion and/or presumed association with a political party.”

Separately, the think tank has published a letter to The Electoral Commission, flagging strong objection to the suggested name change. It highlights that Reform has already received calls, emails and donations intended for Reform UK – clearly showing the proposed name “is leading to voter confusion.”

The letter urges the Commission to “take into consideration these serious concerns as you review the application and to reject the proposed name change.”

Reform think tank Director, Charlotte Pickles, said:  

“We are flattered that Mr Farage would want to copy our name, however in doing so he is undermining almost two decades of work establishing our reputation for producing genuinely reformist and evidence-based policy research.

“We are a small charity and our independent, non-party political status is absolutely central to our ability to raise funds to support our work.

“We are kindly asking Mr Farage and The Brexit Party to consider our very serious concerns and pick a different name.”

A link to the letter sent to The Brexit Party is here.

A link to the letter sent to The Electoral Commission is here.

Media contact: William Mills, Press and Communications Manager, 07596 949 837,