Reform councillors outraged at Labour Nazi jibe

Councillor Jim O'Neill said the post was inappropriate

A Labour councillor has apologised for a social media post in which he likened the party Reform UK to Adolf Hitler.

Blackpool Councillor Adrian Hoyle showed a photo of the wartime Nazi leader wearing a Reform top.

The post outraged the council's two Reform members, councillors Jim O'Neill and Emma Ellison, with O'Neill calling for Hoyle to be sacked.

Hoyle said in a statement that he "unreservedly" apologised for any offence caused or "distress" the councillors had suffered.

O'Neill had said the fact he was Armed Forces Champion for Blackpool made the post even more inappropriate, the Local Democracy Reporting Service reported.

Hoyle said: "I write this statement after careful consideration, concerning the Facebook post sent out on my personal account on September 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.

"On reflection, and after the post was highlighted to me by Blackpool councillor and fellow veteran councillor Jim O'Neill of Marton Ward, leader of the Blackpool Council Reform UK group.

"To imply that Reform UK are linked in any way to neo-Nazism was a simplistic attempt at humour. "

'Foolish and provocative'

He also said he understood the danger of "foolish and provocative social media posts" and that he "deeply regretted" the post.

He added that he hoped to be able to move on and work with the councillors in future.

"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," Hoyle said.