Nigel Farage has dismissed personal attacks from senior Labour figures as evidence of a "dirty" political campaign that will define the next four years.
The Reform UK leader was responding to Prime Minister Sir Keir Starmer's description of him as a "plastic patriot" and Chancellor Rachel Reeves' characterisation of his economic policies as a "clown show".
Speaking on GB News, Mr Farage suggested Labour was resorting to personal attacks because they lacked substantive arguments. He predicted the nastiest election campaign in British history was underway.
The Reform leader particularly criticised Ms Reeves, questioning how she could accuse others of economic incompetence given her own performance as Chancellor. He characterised Labour's approach as relying on "abuse, abuse, abuse" alongside what he termed deliberate falsehoods.
Mr Farage issued a brutal response to jibes made by Labour's top brass about him
|GB NEWS / PA
Mr Farage directly addressed the allegations during his GB News appearance, stating: "They haven't got any arguments. It's just abuse, abuse, abuse. Oh, and by the way, lies too."
He specifically disputed Mr Starmer's claim that he had called for American sanctions against Britain over free speech issues. "I didn't say anything of the kind at any point," Mr Farage insisted.
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The Reform leader declared he would not respond in kind to Labour's tactics. "They can use whatever terms of personal abuse they want against me. I'm not going to return the favour. I'm not going into the gutter with them," he said.
He emphasised that Reform would continue its current approach rather than engaging with what he described as Labour's descent into personal attacks.
Mr Farage lashed out at the pair
|GB NEWS
Labour's attacks come as the party faces mounting pressure from Reform UK's surge in opinion polls. Recent surveys show Reform maintaining approximately 30 per cent support compared to Labour's 20 per cent, marking a dramatic shift in British electoral dynamics.
The Prime Minister addressed his reshuffled Cabinet for the first time following Angela Rayner's resignation as deputy prime minister over breaches of the ministerial code regarding her tax arrangements. During the meeting, Mr Starmer warned his ministers they faced opponents who "feed off the politics of grievance" and "do not want problems to be fixed."
Without naming Reform or Mr Farage directly, Sir Keir positioned his administration as representing "decent, reasonable, compassionate, tolerant people" against forces promoting "divide and division and decline".
The Prime Minister's rhetoric marks a significant strategic pivot for Labour, which now appears to regard Reform as its primary electoral threat rather than the Conservative Party. During Monday evening's Parliamentary Labour Party meeting, Sir Keir reportedly launched into criticism of Reform whilst also targeting what he termed "plastic progressives" including the Green Party.
Keir Starmer branded Mr Farage a 'plastic patriot'
| KEIR STARMERThis shift towards patriotic messaging represents unfamiliar territory for Labour. Critics suggest the party struggles with traditional patriotism, typically emphasising progressive values like the NHS and diversity rather than national history and traditions.
Some commentators argue Labour cannot credibly compete with Reform on patriotic grounds. One analysis described the strategy as "desperation" and "strategic lunacy," comparing it to Scottish Labour's unsuccessful attempts to challenge the SNP on constitutional matters.
The Cabinet reshuffle followed Ms Rayner's departure after a standards investigation revealed she had underpaid stamp duty on a coastal property. David Lammy assumed the deputy prime minister role alongside justice responsibilities, whilst Yvette Cooper moved to the Foreign Office and Shabana Mahmood became Home Secretary.
Multiple Labour MPs have announced candidacies for the vacant deputy leadership position, including Education Secretary Bridget Phillipson, Emily Thornberry and Bell Ribeiro-Addy. The compressed timeline for nominations has prompted accusations from suspended MP John McDonnell of the leadership attempting to install their preferred candidate.
Meanwhile, the Government faces internal tensions as Chancellor Reeves prepares a Budget requiring difficult decisions to address financial shortfalls. The Prime Minister's personal approval ratings have declined to minus 44, according to More in Common polling.