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The Politics of Silence

Reform UK’s Response to a Racially Charged Controversy

Sunday, 26 October 2025 17:06

Abstract

A Reform UK Member of Parliament, Sarah Pochin, sparked a national political row after stating on live television that she was angered by the number of Black and Asian people in television advertisements, claiming they did not represent the 'average white family'. The ensuing debate forced a public apology from the MP, drew accusations of racism from a Cabinet Minister, and placed intense scrutiny on the party's leadership for its conspicuous lack of a direct condemnation.

The On-Air Provocation

The controversy began during a live appearance on TalkTV, where Sarah Pochin, the Reform UK Member of Parliament for Runcorn and Helsby, responded to a viewer’s complaint about the demographics of television advertising2,5,7. The viewer, identified as Stuart, expressed concern that adverts did not reflect the country’s actual appearance and spoke of a perceived ‘positive demonisation’ of white people in the media10. Ms Pochin agreed with the caller, stating that she felt he was “absolutely right”5,7. She then elaborated on her view, saying, “it drives me mad when I see adverts full of black people, full of Asian people”2,5,7. The MP claimed that such advertising did not reflect British society and that the “average white person, average white family is… not represented anymore”2,5,7. She attributed the perceived imbalance to the “woke liberati” operating within the “arty-farty world,” suggesting the trend might be acceptable inside the M25 but was “definitely not representative of the rest of the country”2,5,7. The remarks, broadcast on Friday, 24 October 2025, immediately ignited a political firestorm4,5.

The Apology and the Clarification

In the face of widespread condemnation, Ms Pochin issued a public apology, acknowledging that her comments had been “phrased poorly” and expressing regret for any offence caused, which she insisted was not her intention2,4,6,7. However, the apology was coupled with a clarification that effectively doubled down on the substance of her original critique5,6. She stated that the point she was attempting to make was that the British advertising industry had become ‘DEI (diversity, equity and inclusion) mad’ and that many advertisements were now ‘unrepresentative of British society as a whole’2,4,6. Ms Pochin pledged to ensure her language would be more accurate in the future2,4. Critics, including the Liberal Democrats, dismissed the statement as a “shameless attempt to dodge responsibility” and an effort to “excuse the inexcusable”6.

The Political Crossfire

The reaction from rival political parties was swift and severe, focusing on the nature of the comments and the response from Reform UK’s leadership4,5. Health Secretary Wes Streeting, a Cabinet Minister, was among the most forceful critics, accusing Ms Pochin of racism4,5,7. Speaking on the BBC, Mr Streeting called the remarks a “disgrace” and suggested the MP was “only sorry that she’s been caught and called out,” having “said the quiet bit loud”5,7. He warned that the incident represented a return to “1970s, 1980s-style racism” that many believed had been relegated to the history books5,7. Labour Party chairwoman Anna Turley also condemned the remarks as “completely unacceptable,” arguing that defining British people by the colour of their skin showed Reform was more interested in dividing the country than uniting it2,3. The Conservative Party’s Shadow Home Secretary, Chris Philp, offered a more nuanced position4. While he refused to classify the comments as racist on the BBC, he did state on LBC that the *way* Ms Pochin had put her point was “racist” and “completely wrong,” though he also maintained that the public had legitimate concerns about immigration that should be open for discussion1,3,4,7.

The Party’s Defence and the Leader’s Silence

Within Reform UK, the response was split between a defence of the MP’s underlying point and a notable silence from the party’s most prominent figure4,5. Zia Yusuf, Reform UK’s head of policy, defended Ms Pochin, describing her as a “close friend” and a “great MP”3,6. Mr Yusuf acknowledged that the comments were “poorly phrased” but insisted they needed to be put into context3,6. He argued that the original caller was “rightfully upset” about the perceived under-representation of some groups and the over-representation of others in television advertising, asserting that the issue was a “very valid point” that must be open for public discussion3,6. The most significant political dimension of the row, however, centred on the lack of a statement from the party leader, Nigel Farage5,7. Mr Streeting explicitly criticised the “deafening silence” from the Reform UK leader, suggesting it spoke volumes about the party’s true nature5,7. Labour and the Liberal Democrats both publicly called on Mr Farage to denounce the remarks and clarify whether Ms Pochin’s views were welcome within the party, with the Liberal Democrats demanding she lose the party whip2,6. As of the time of the controversy, Mr Farage had not issued a public statement on the matter, leaving the party’s official position to be interpreted through the defence offered by Mr Yusuf4,5.

A Pattern of Controversy

The incident was not the first time Ms Pochin had been at the centre of a political or public dispute1. Her political career has been marked by several high-profile controversies preceding her election as a Reform UK MP1. In 2018, while serving as a magistrate, she was reprimanded by the Judicial Conduct Investigations Office for misconduct1. The JCIO found that she had used her judicial position to influence colleagues’ views in a political context and had breached confidentiality by publicising the complaint against her, concluding that her actions had “fell below the standards expected of a magistrate”1. Reform UK leader Nigel Farage later dismissed these allegations as politically motivated1. Furthermore, in 2020, Ms Pochin was suspended and subsequently expelled from the Conservative Group on her local council after accepting the position of Mayor of Cheshire East from the governing Labour-Independent administration, a move deemed a breach of party rules1. More recently, in July 2025, she faced criticism from residents and the Cheshire Constabulary after making claims about “disturbing reports” of incidents in her constituency that local residents insisted were “untrue”1. This history of contentious public statements and political friction provides a backdrop to the latest row, framing the debate over her comments on advertising as part of a broader pattern of provocative political engagement1.

Conclusion

The furore surrounding Sarah Pochin’s comments on television advertising has crystallised a recurring challenge for Reform UK: managing the boundary between populist rhetoric and outright racial controversy5,7. The party’s head of policy sought to contextualise the remarks as a legitimate critique of ‘woke’ corporate culture, but the condemnation from across the political spectrum, particularly the accusation of a return to ‘1970s, 1980s-style racism’ from a senior Cabinet Minister, was unequivocal4,6,7. The most enduring political consequence of the episode may be the silence of the party leader, Nigel Farage5,7. In a political environment where every statement is scrutinised for its underlying message, the decision not to condemn the remarks is interpreted by opponents as a tacit endorsement, reinforcing the perception that the party is willing to tolerate racially charged discourse to appeal to a specific segment of the electorate5,7. The incident has therefore become a defining moment, not just for the MP involved, but for the political identity and moral compass of Reform UK itself4,5.

References

  1. Sarah Pochin - Wikipedia

    Used to provide background on Sarah Pochin's political history, including her reprimand as a magistrate and her expulsion from the Conservative Group, and to clarify Chris Philp's nuanced position.

  2. Reform MP apologises after slamming adverts 'full of black people' | The Independent

    Used for the direct quote of Sarah Pochin's remarks, her apology, her clarification about 'DEI mad,' and the initial condemnation from Labour's Anna Turley.

  3. Streeting hits out at 'racist' comments by Reform's Pochin | The Northern Echo

    Used for the direct quote of Chris Philp saying the *way* she put it was 'racist' and for Zia Yusuf's defence of the underlying point.

  4. Reform MP's remarks about TV adverts were 'racist', says Wes Streeting - The Guardian

    Used for Wes Streeting's strong condemnation, the context of the TalkTV appearance, Pochin's apology/clarification, and the explicit mention of Nigel Farage being called upon to denounce the comments.

  5. Wes Streeting blasts Nigel Farage's silence after 'racist' comments from Reform MP

    Used for the 'deafening silence' quote from Wes Streeting, the '1970s, 1980s-style racism' quote, and the detail that Pochin 'doubled down' on her claim.

  6. Reform UK's Zia Yusuf defends MP accused of 'racism' - Sky News

    Used for Zia Yusuf's defence, the Liberal Democrat demand for the whip to be withdrawn, and the context of the apology being 'poorly phrased'.

  7. Streeting hits out at 'racist' comments by Reform's Pochin | Penarth Times

    Used to reinforce Wes Streeting's quotes, the 'deafening silence' point, and the specific details of Pochin's original comments on TalkTV.

  8. Reform UK's Sarah Pochin Apologises After Controversial Comments on Diversity in TV Advertising - Azat TV

    Used to provide the context of the TalkTV caller, Stuart, and his complaint about 'positive demonisation' of white people.