Attack ads on the party leading in the polls, while your administration is viewed with negativity by the public is a bad strategy.

Reform are providing people an alternative that "sounds good" in a weird right wing way. (which is positive to the right.)

Countering with negativity won't work.

It is concerning the how far Labour's poll lead has fallen since the election. Several missteps on winter heating among other things are the likely cause here. Labour needs to change it's ways are be turfed out by a worse entity in Reform.