A Labour councillor has apologised after he posted an image of Adolf Hitler wearing a Nigel Farage football shirt. Adrian Hoyle, a Blackpool councillor, says he “deeply regretted” the Facebook post he shared earlier this month, which he labelled a “simplistic attempt at humour”. Reform UK councillors have since called on Mr Hoyle to be sacked from his post for the inappropriateness of the image.
Jim O’Neill and Emma Ellison, the two Reform UK councillors in Blackpool, issued complaints over the post. Mr O’Neill has also highlighted the fact that Mr Hoyle was the Armed Forces Champion for Blackpool, which he said made the social media post even more inappropriate. The Labour councillor has since apologised for the image, and the implications it holds.
Mr Hoyle said: “I write this statement after careful consideration, concerning the Facebook post sent out on my personal account on Sept 6 2025.
“The post featured an image of Adolf Hitler dressed in a Reform UK football shirt, the implication being that the two are common bedfellows.
“To imply that Reform UK are linked in any way to neo-Nazism was a simplistic attempt at humour.”
He added that the post was “foolish and provocative”, which he “deeply regretted” sharing.
Mr Hoyle concluded his statement by saying he hoped to be able to move on from the incident, and that he can continue to work with the councillors going forward.
“I look forward to continuing to serve with councillor O’Neill on the Climate Change and Environment scrutiny committee, to ensure we both help to deliver the best lives and outcomes possible for the people of Blackpool,” he said.
Earlier this year, Mr Farage’s party unveiled a range of Reform-branded football kits that featured a pale blue and white version of the British flag.
The tops currently sell for £39.99, or £99.99 for signed editions.
The shirts are manufactured in the Midlands and don the number 10 with the words Farage on the back. Coming in sizes small to 2XL, the shirts tell Brits to ‘stand out in every setting in Reform UK Colours’.
On the weekend of their release, the party leader wrote on X: “Reform HQ tells me nearly 1,000 shirts were sold in the first hour. Get yours whilst stocks last.”
