Prime Minister Andy Burnham is reportedly preparing to scale back the use of the Union flag on Labour's branding, a move that has led to accusations of appeasing the party's left wing. Insiders suggest this shift aims to satisfy elements within the party who reportedly opposed the prominent display of the national flag under the previous leadership.
Sources within the Labour party indicated that the upcoming annual conference in Liverpool may serve as the first public sign of this altered branding strategy. Previously, under former leader Sir Keir Starmer, the Union flag was made a central feature of Labour's image. This was part of a broader strategy to present the party as patriotic, distance it from the era of Jeremy Corbyn, and appeal to disaffected working-class voters. The flag was even incorporated onto party membership cards with the pledge "Putting the country first."
However, according to party insiders, this emphasis on the Union flag provoked private objections from some left-wing Members of Parliament, who argued that their constituents did not identify with it. These insiders claim that under Burnham, the flag will be displayed less prominently than during Starmer's tenure. One source stated that Burnham needs to show gratitude to the left wing for their role in Starmer's ousting.
While one left-wing MP who supported Burnham's ascent to leadership insisted that most party members are not opposed to displaying the Union flag, they criticized its previous use by what they described as "factional incompetents" for a "narrow and ultimately failed project." Another MP suggested privately that while Burnham is patriotic and would display the Union flag when representing national interests as Prime Minister, the party's distinct Red Rose symbol might feature more prominently on purely party matters.
Senior Labour MP Graham Stringer cautioned against any changes that could diminish the party's patriotic image, calling it a potential mistake. A Labour spokesperson stated that no decisions have been made regarding the branding for the September conference but did not directly address broader image changes.