Ignoring the question is not the answer for Farage

Another day, another series of questions unanswered for Reform UK’s leader Nigel Farage.

Today, The Times newspaper has been raking through Land Registry records that show he owns at least five homes across three counties. Four were paid in cash. Farage’s response on where all this cash came from for a politician who famously said he was “skint”? Move along, nothing to see here.

The problem is, if Farage wants to become the next Prime Minister, which many now think is a real possibility, he will have to come up with better answers than the “it’s none of your or the public’s business” line he took when he faced journalists last month.

If Farage wants to avoid creating the impression he’s "just another politician in it for himself" – a viewpoint he has been quick to depict in others – he will need to take counsel and find a new approach quickly.

Following the Trumpian playbook of screaming “fake news” just won’t work. Yes, like Trump, Farage built his career using the media to cultivate his image. But, unlike Trump, the British media will, by and large, hunt out the truth rather than fawn for access.

The Times is by no means an enemy of Farage’s policies, yet it still put his five houses story on its front page this morning and a double page spread inside.

Other papers and journalists will be doing their own digging because they will have seen the deflection from Farage when doing media rounds to celebrate his role ten years on from the Brexit referendum victory.

Each interview was a masterclass in political skewering, with Farage consistently dodging questions about the £5 million gift he received from Reform UK donor and cryptocurrency billionaire, Christopher Harborne, which was first revealed way back in April.

Despite Reform UK fighting a by-election in Makerfield with the chance to upset Andy Burnham’s political ambitions to become PM, Farage said very little on the campaign trail instead of taking the issue, which is unlikely to go away, head on.

Any attempts to ask him about the donation were shut down or ignored, opting for the well-trodden “no one is asking about it on the doorstep” response. Journalists don't like being ignored.

The issue is the line to take has changed far too often. It has gone from being an “unconditional gift” from Harborne on winning the Brexit referendum to claiming it was given to fund private security. The obvious "which is it?" question leading to the "none of your business" response.

The public can be a forgiving bunch. But getting tangled up in a web of different lines to take risks further consequences for Farage at a time when he wants to be building his brand into Prime Minister material.

The sooner he gets to grips with properly explaining how he funds his lavish lifestyle, the better his chances at the next election become.