Lord Carwyn Jones has urged the Labour Party to step up its campaign efforts in Wales, warning that it must reclaim its position as the party of working people to counter the rising threat of Reform UK. The former first minister of Wales, who was sworn into the House of Lords as Lord Jones of Penybont in January, has also vowed to use his new role to be a “voice for Wales” and a strong advocate for devolution in the UK Parliament’s upper chamber.
As Reform UK continues to gain traction in national polling, Wales-specific surveys suggest the party could secure a significant number of seats in the Senedd. With the next Welsh parliamentary elections set for May 2026, Lord Jones has cautioned that no single party is likely to win an outright majority under the upcoming proportional voting system.
A changing political landscape
Speaking to the PA news agency, Lord Jones emphasised the importance of Labour positioning itself as the leading force in Welsh politics. “I think anybody who pretends that a majority win can happen is not really being straight with themselves,” he said. “It’s a question of which party has the most seats and who will be in the driving seat in terms of determining the next first minister.”
While acknowledging that coalition negotiations will be inevitable, Lord Jones dismissed any possibility of Labour working with Reform UK, adding that an alliance between Plaid Cymru and Reform would also be highly unlikely.
He urged the Labour Party to assess why some of its traditional voter base is shifting towards Reform and to take immediate action to win them back. “We need to ask ourselves why we are losing a slice of our vote to Reform and, crucially, how we take them on. We have got to answer that question and get it back,” he stressed.
Labour’s strategy: Back to basics
Lord Jones attributed Reform UK’s appeal to its ability to portray itself as an alternative to the political establishment, despite being led by figures with significant financial backing. “Ultimately, they’re funded by millionaires, they have very well-off people leading them, and yet they’re pretending to be the party of working people. That’s our fault. We should never have lost that mantle, and we have got to get it back,” he said.
To regain the trust of Welsh voters, Lord Jones emphasised the importance of face-to-face campaigning, urging Labour members to engage with people directly in their communities. “One of the things I was always aware of when I was first minister is that you’ve got to sound normal, avoid jargon, and talk like an ordinary person. There is nothing better than chatting to people on the doorstep. Communication is everything,” he said.
The Labour peer highlighted that Reform UK’s rise poses a particular challenge in historically Labour-dominated areas, such as the South Wales Valleys, as well as in parts of Mid Wales, which have traditionally fluctuated between the Conservatives and the Liberal Democrats. He described Reform as offering an “anti-politics vote” without a clear policy vision for Wales.
Reform’s unclear plans for wales
Despite its growing popularity, Reform UK has yet to present a detailed policy platform for Wales. When asked about a Welsh manifesto, Reform leader Nigel Farage deflected, telling reporters at a press conference in London, “Come and see me on May 11,” indicating that the party plans to formally launch its Senedd campaign on that date.
Lord Jones warned that without a concrete policy agenda, Reform UK is capitalising on public frustration rather than presenting real solutions. “They’re not offering anything beyond a protest vote,” he said.
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A new role in the house of lords
A barrister by profession, Lord Jones served as Wales’ first minister from 2009 to 2018. Unlike his predecessor Rhodri Morgan, who reportedly turned down a peerage twice, and his successor Mark Drakeford, who has ruled out accepting an unelected position in the Lords, Lord Jones chose to take on the role to ensure Welsh Labour has a strong voice in Parliament.
He remains a supporter of former Labour prime minister Gordon Brown’s recommendation that the House of Lords should be reformed into an elected upper chamber. However, he justified his own appointment by stressing the need for Welsh representation in the Lords. “I want to be a voice for Wales, clearly, and a voice for devolved Wales,” he said.
Encouraged by existing Labour peers to accept the peerage, Lord Jones said he felt a responsibility to contribute to the national conversation on devolution and Wales’ future within the UK. “Several people already up here said, ‘Look, you need to come here.’ One person even said to me, ‘We need young people like yourself,’” he recalled.
As Labour prepares for the 2026 Senedd elections, Lord Jones’ message is clear: the party must reconnect with working people, counter Reform’s rise with a direct and honest approach, and ensure that Wales remains firmly on the path of devolution.
