'I regret this massive slip of the tongue that Sarah made.' Reform's @danny__kruger tells @NickFerrariLBC that his fellow MP's comments will 'be deeply offensive to many people, and it will confirm that prejudice they have against us'.

My comments on a Talk TV phone-in earlier today were phrased poorly and I unreservedly apologise for any offence caused, which was not my intention. The point I was making is that many British TV adverts have gone DEI mad and are now unrepresentative of British society as a whole. This is not an attack on any group but an observation about balance and fairness in how our country is portrayed on screen. A study commissioned by Channel 4 as part of its Mirror on the Industry project, found that Black people were featured in more than half of adverts in 2022, up sharply from 37 per cent in 2020 following the Black Lives Matter movement. By contrast, Black people make up around 4 per cent of the population in England and Wales, according to the 2021 Census. Representation in advertising should reflect the diversity of modern Britain, but it should also be proportionate and inclusive of everyone. My comments were made in that context, and I stand by the principle that equality should mean fairness for all.