A group of MPs have called on Keir Starmer to reject union flag election flyers amid concerns it may alienate ethnic minority voters.
The Labour leader is facing discontent from some of his MPs over the dominant use of the flag in election campaign material as some associate it with far right.
Some activists have expressed their reluctance to handle the material, while concerns were raised at recent meetings of the party’s black, Asian and minority ethnic (BAME) group at Westminster and at a meeting of London MPs that was attended by Labour’s director of campaigns Morgan McSweeney and deputy national campaign coordinator Ellie Reeves.
The Guardian reports that some Labour MPs have suggested that the prominence of red, white and blue still has negative connotations among ethnic minority communities targeted by the far right.
The Labour leader has reportedly been asked why material provided could not be more tailored to specific constituencies
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One MP said: "We are all really proud of our country but this can be a complex issue for some communities and we have to navigate that more carefully.
"For a lot of communities we are talking about colours that are associated with the National Front or another far-right group.
"Using the flag might be great for trying to reach those 'hero voters' but why can’t we have segmented branding.
Another MP added: "I can see how it would work in some places but it’s definitely detrimental in university towns, and in heavily BAME seats. They just look like union jacks really, with a bit of red on the side. There’s not even a Labour rose. You don’t need to prove your patriotism by wrapping yourself in the union jack."
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Labour leader Sir Keir Starmer during the Labour Party local elections campaign launch
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One Labour councillor on the south coast said: "I’ve seen boxes of the leaflets being piled up because activists don’t want to give them out. We’re also finding that in some cases people on the doorsteps have mistaken them for leaflets put out by the Conservative."
A spokesperson for campaign group Momentum said: “Members are the lifeblood of our party, the activists who put the hard graft in on the doors.
"They must be listened to and the message is clear: Labour’s campaign materials should reflect the concerns of the communities they serve. A one-size-fits all model is not just ineffective, but has the potential to repel parts of Labour’s core voter base."
Member of Labour’s NEC (National Executive Committee) Abdi Duale said: "Britain’s strength is in its diversity and our communities are hugely proud of our nation and its flag.
"Labour is running a proudly progressive and patriotic campaign that celebrates all our communities and that includes using our flag."
A Labour spokesman told MailOnline: "Keir's changed Labour Party is positive, progressive and patriotic. The Union flag is something we are proud to carry."
It comes as Starmer intervened in a row over England’s new football kit for the Euros, calling for it to be scrapped after the decision to replace the traditional red and white St George’s Cross for a multicoloured cross on the shirt.
The Labour leader is looking to emphasise Labour’s "patriotic" credentials to assert that the party has changed from the Jeremy Corbyn era.