Reform-positive polling company based out of the party's old offices

On January 4, Zia Yusuf – Reform UK’s head of policy – posted a new poll on his social media. It suggested that UK voters trusted his party the most to run the UK’s economy.

In fact, the results showed that a staggering 39% of respondents trusted Reform UK with Britain’s finances. For contrast, 36% trusted the Tories, and 34% believed the current Labour government was a safe pair of hands.

🚨 New poll from Merlin Strategies shows Reform most trusted to run the economy.

Huge narrative violation for the mainstream media! pic.twitter.com/R5eOWh2Ohv

— Zia Yusuf (@ZiaYusufUK) January 4, 2026

This is somewhat surprising, even taken alongside other polls showing the far-right party’s overall electoral popularity. That would be because Reform councils (i.e. the only level of government where the party has any meaningful control) are currently announcing tax hikes and service cuts, despite promising savings.

So, what gives? Why does the UK public show such trust in a party that has demonstrated that it can’t even keep on top of spending in a local council, never mind the country?

Well, one video currently circulating on social media might hold the answer:

🚨 EXPOSED 🚨

Reform UK caught red-handed — AGAIN.

A “polling company” pushing a poll claiming Reform is the most trusted on the economy and naming Zia as Chancellor turns out to be a brand-new company registered at the EXACT same address as Reform UK.

Same address. Fresh… pic.twitter.com/y6WmpSxDEr

— Sly U (@SlyForTheRight) January 6, 2026

83 Victoria Street

The video presenter states:

To be honest Nigel, I had never heard of this polling company before. It’s a company called Merlin Strategy.

Here they are – turns out they’re quite a new company. They used to be based at 83 Victoria Street in London.

Oh hang on, that rings a bell. That was it, one of your (Reform’s) board members had that very same address.

But I’m sure there was something else. Oh, that’s it! You (Reform) had that as your address! What are the chances? Reform has the same address as Merlin Strategy. Merlin Strategy that happened to have discovered today that you are the most trusted party!

Now, we should not that that “has the same address” there is a bit of sleight-of-hand. Reform 2025 Ltd is currently registered to Millbank Tower, 21-24 Millbank, London. It changed its address from 83 Victoria Street back on 22 August 2024.

Likewise, Paul Richard Oakden, formed director of Reform 2025, resigned on 12 August 2024. His correspondence address was registered to 83 Victoria street, as were four other officers for Reform 2025, the rest of whom resigned back in 2019. At the time, it was known as The Brexit Party Limited.

The Reform plot thickens

Now, it should also be noted that 83 Victoria Street is a serviced office space. Its website offers:

Seven floors of flexible workspace, with suites from 1-100 desks, providing quality private offices for companies of all sizes.

As such, it could be entirely coincidental that Merlin Strategy is registered to the same address that Reform formerly occupied. Suspicious, but nothing more than that.

However, there’s another twist in our tale.

They’ve just changed their registered address btw. 😂
Well done. ✅ pic.twitter.com/Gv9Ku7t3CF

— ScotsVix 🦋🦋🦋 (@Scotsvix) January 6, 2026

It just so happened that Merlin Strategy changed its address from Victoria Street to Buckingham Palace Road just 2 days ago, on 5 January.

Again, still not conclusive proof of an association with Reform, but it’d be difficult to look more suspicious if you tried with both hands.

What we would say with certainty, however, is that it would be just like Reform – a party that can’t even manage to file its fucking taxes properly – to forget that a stooge company probably shouldn’t be based out of its old offices. You know, people might suspect that something’s amiss.

Featured image via the Canary