Comment Reform statement 6 January, 2021

Reform responds to Electoral Commission decision on Brexit Party name change

Today (Wednesday 6 January), the Electoral Commission has certified the Brexit Party’s application to rename itself ‘Reform UK’.

Responding, Reform think tank Director, Charlotte Pickles, said:

“Today’s decision by the Electoral Commission is incredibly disappointing and risks the longstanding goodwill in our name, built up over two decades of independent campaigning for public service reform.

“The Brexit Party’s application has already caused confusion for voters who have been contacting us looking to stand or campaign in local elections, or make donations.

“It is regretful that the Electoral Commission has failed to recognise this, despite having been made aware of it.”


Media contact: William Mills, Press and Communications Manager, 07596 949837,

Notes to editors

  1. Reform is an independent, non-party, charitable think tank whose mission is to set out ideas that will improve public services for all and deliver value for money.
  2. In November 2020, Reform wrote to the Brexit Party and The Electoral Commission raising objections to the proposed name change.