The Tories' shameful new ad campaign against "the scroungers"

New ad in marginal seats contrasts "hardworking families" with those "who won't work".

 

The Tories' new ad campaign (see above) is the party's most shameless attempt yet to turn "the strivers" against "the scroungers". The online ad will run in the 60 Conservative marginals where, as Labour has highlighted, the number of families receiving working tax credits is greater than the MP's majority. Since tax credits, like other working-age benefits, will only be increased by 1 per cent for the next three years (below the rate of inflation), Labour has accused the government of imposing a "strivers' tax". Sixty per cent of the real-terms cut to benefits will fall on working households and, according to the Institute for Fiscal Studies (IFS), the average one earner couple will be £534 a year worse off by 2015.

The Conservatives' response is the demagogic ad above, which asks, "Who do you think this government should be giving more support to? Hard-working families or people who won't work?", and includes an image of a "scrounger" with his feet up at home. The "support" mentioned by the ad is a reference to the planned increase in the personal allowance, which will rise by £1,335 to £9,440 from next April, benefiting basic rate taxpayers by up to £267.

But there are two reasons why the ad might prove less successful than the Tories hope. The first is that, as the IFS has confirmed, the average family will lose more from the cuts to tax credits and other benefits than it gains from the increase in the personal allowance. The second is that not all voters will accept the caricature of the unemployed presented by the ad. The majority of those without a job are desperately trying to find work (with little support from the government) and, in most cases, will have been employed and paid taxes for years before the recession. The number who choose benefits as a lifestyle is far smaller than ministers imagine.

For these reasons, among others, polls show that fewer voters than expected support Osborne's benefit cuts. Most notably, a MORI poll published on Thursday found that 69 per cent believe benefits should rise in line with inflation or more.

Chancellor and Conservative chief election strategist George Osborne. Photograph: Getty Images.

George Eaton is political editor of the New Statesman.

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I dined behind the Houses of Parliament in my sexually connected foursome

My wife and I would sometimes dine out with another couple. We did not always check the significance of the date. 

I am self-employed and find that working from home, setting your own schedule, the days generally blur into each other, with weekends holding no significance, and public holidays, when those who are employed in factories, offices or shops get time off, meaning nothing. I am often surprised to go out and find the streets empty of traffic because it is some national day of observance, such as Christmas, that I wasn’t aware of. I find myself puzzled as to why the shops are suddenly full of Easter eggs or pancake batter.

Growing up in a Communist household, we had a distinct dislike for this kind of manufactured marketing opportunity anyway. I remember the time my mother tried to make me feel guilty because I’d done nothing for her on Mother’s Day and I pointed out that it was she who had told me that Mother’s Day was a cynical creation of the greetings card monopolies and the floral industrial complex.

Valentine’s Day is one of those I never see coming. It’s the one day of the year when even the worst restaurants are completely booked out by couples attempting to enjoy a romantic evening. Even those old-fashioned cafés you’ll find still lurking behind railway stations and serving spaghetti with bread and butter will tell you there’s a waiting list if you leave it late to reserve a table.

In the late 1980s my wife and I would sometimes dine out with another couple, he a writer and she a TV producer. One particular place we liked was a restaurant attached to a 1930s block of flats, near the Houses of Parliament, where the endless corridors were lined with blank doors, behind which you sensed awful things happened. The steel dining room dotted with potted palm trees overlooked a swimming pool, and this seemed terribly sophisticated to us even if it meant all your overpriced food had a vague taste of chlorine.

The four of us booked to eat there on 14 February, not realising the significance of the date. We found at every other table there was a single couple, either staring adoringly into each other’s eyes or squabbling.

As we sat down I noticed we were getting strange looks from our fellow diners. Some were sort of knowing, prompting smiles and winks; others seemed more outraged. The staff, too, were either simpering or frosty. After a while we realised what was going on: it was Valentine’s Day! All the other customers had assumed that we were a sexually connected foursome who had decided to celebrate our innovative relationship by having dinner together on this special date.

For the four of us, the smirking attention set up a strange dynamic: after that night it always felt like we were saying something seedy to each other. “Do you want to get together on Sunday?” I’d say to one of them on the phone, and then find myself blushing. “I’ll see if we can fit it in,” they’d reply, and we would both giggle nervously.

Things became increasingly awkward between us, until in the end we stopped seeing them completely. 

This article first appeared in the 25 May 2017 issue of the New Statesman, Why Islamic State targets Britain

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