Use of police images in political promotional material
- Introduction
1.1 This guidance is intended to support police officers and staff who may be concerned in the composition or use of political promotional materials. It may also provide a useful reference point for politicians, electoral candidates, political parties and other political figures who may wish to use police-based images in their campaign material.
1.2 There have been several instances where individuals have challenged the use of police imagery in political material, particularly where such use could imply police support for a particular political cause (R (Smith v Chief Constable of Northumbria Police [2025] EWHC 1805 (Admin)). The improper use of police images poses a reputational risk and can damage public confidence in policing.
1.3 Policing by consent relies upon the police carrying out their duties impartially, meaning officers must carefully guard the boundaries of any political activities which they engage with, or which they may become so engaged through the actions of third parties (e.g. the publication of an image featuring a police officer that is subsequently used in a political publication, despite the officer being unaware of its intended purpose or subsequent use).
1.4 The improper use of police images can damage public confidence, particularly where it could give the impression that a political figure is using public resources to support a party-political stance, or that the police service supports a particular party or candidate.
1.5 This guidance is intended to help politicians, electoral candidates, political parties and other political figures to understand when it is acceptable or unacceptable for police images to be used in political promotional materials, and to assist police officers and staff responsible for making associated decisions to prevent inappropriate use.
1.6 The guidance is a complement to the NPCC Guidance for Interaction with Candidates and Conduct during Pre-Election Period, and should be read in conjunction with this document.
- Scope
2.1 The guidance is designed to support the appropriate use of police images and similar resources, and to prevent any damage or public misunderstanding that might result from police images being used in political material.
2.2 Police images and other relevant information for the purposes of this guidance include any photographs, digital, and audiovisual media that depict police officers, staff (to include contractors, volunteers and cadets), vehicles, equipment, branding or other real or intellectual property of Sussex Police or the office of the Sussex Police and Crime Commissioner.
2.3 ‘Political promotional material’ is any material – whether digital, print or audiovisual – that is or has been generated or used for a political purpose. A ‘political purpose’ can include any purpose directed at furthering the interests of any political party or candidate; or securing, or opposing, any change in the law or in the guidance or decisions of central government, local authorities or other public bodies, whether in this country or abroad.
- Guidance statement
3.1 Sussex Police is committed to transparency and openness and encourages proactive communications with external and internal groups and individuals in line with the Standards of Professional Behaviour and Code of Ethics. Our leaders and staff should be empowered to use their discretion to communicate with others in order to:
- support the achievement of Force priorities
- enhance operational activity
- foster positive relationships internally and externally
- help build public confidence in line with the Standards of Professional Behaviour and Code of Ethics
- demonstrate openness, impartiality and integrity to help build the trust and confidence of the public
- Legal framework
4.1 The police service is required to be politically neutral and to accord equal respect to all people. Schedule 1 to the Police Regulations 2003 makes clear that:
“(1) A member of a police force shall at all times abstain from any activity which is likely to interfere with the impartial discharge of his duties or which is likely to give rise to the impression amongst members of the public that it may so interfere.
(2) A member of a police force shall in particular–
(a)not take any active part in politics;
(b) not belong to any organisation specified or described in a determination of the Secretary of State”
4.2 The Police (Conduct) Regulations 2020 also require that officers act with impartiality.
4.3 The College of Policing also publishes a non-statutory Code of Ethics. This includes the "Ethical Policing Principles" and "Guidance for ethical and professional behaviour in policing". Under the heading "Business interest and associations", the Guidance states:
Business interest and associations…
Our high expectations demand that we: … are actively aware of, and identify when, associations with – or advocacy for – any groups or individuals create a conflict of interest or risk to our police work and responsibilities, consequently affecting our ability to discharge our policing duties effectively and impartially.
Fairness and respect…
As policing professionals, we are expected to understand our role in acknowledging and responding to our diverse society, and to treat all people and their property with fairness, dignity and respect, in accordance with their needs. We: … are aware of – and challenge – the influence that biases (such as stereotypes, 'group think' or partiality) can have on our actions and decisions, and ensure that we act with impartiality…"
4.4 The College of Policing APP Guidance on Policing Elections recommends a clear and transparent communication strategy, reiterating that:
“This can help to support public confidence and trust in the police role during the election. Commanders are responsible for ensuring the command structure supports effective communication, and for producing a communications strategy, which should include:
- using engagement and dialogue to demonstrate a ‘no surprises’ approach
- establishing and maintaining links with political parties, candidates, communities, liaison groups, party workers and other relevant agents in order to build trust and confidence
- coordinating communications activity with the local authority
- plans for communicating with the public, affected communities and the media in the event of allegations of fraud during the election.”
- Procedure
5.1 There is clearly a place for the use of police images in such a way that will not create a risk of the impartiality of Sussex Police being called into question. However, the risks of not appearing impartial need to be managed carefully, particularly as elections draw closer.
5.2 Footage of officers and staff included in media packages or other digital content, but kept separate from political figures’ interviews, voiceovers or statements - and which does not otherwise fall within the definition of ‘political promotional material’ set out at [2.3] above - is unlikely to lead to impartiality concerns. In this context, any police officer or staff member must be asked if he/she is content to be photographed or filmed and has the right to refuse.
5.3 Politicians, electoral candidates, political parties and other political figures often wish to be photographed or filmed with police officers on visits or at events. While this in itself may not be improper, the subsequent use of such images or film could bring the impartiality of the force into question. It is therefore necessary that political figures who plan to use such materials first request permission to do so. Such requests should be directed to the Sussex Police Media & Communications Team.
Please note: the Sussex Police & Crime Commissioner’s role is to hold the Chief Constable of Sussex Police to account for the performance of the force, effectively making the police answerable to the communities they serve. It is therefore expected that in the delivery of these duties the Commissioner will interact with officers and staff, and opportunities to highlight their work may include photography or filming as part of the normal course of the duties associated with the Commissioner's function.
5.4 Footage that combines statements or interviews by political figures with officers and staff should generally be avoided as they are likely to invoke questions about impartiality and judgement. Any request for permission for such use should be refused.
5.5 Any political promotional material which uses existing police images or livery would, ordinarily, appear to show police support or implies support for a candidate and should not be permitted. Politicians, electoral candidates, political parties and other political figures do not have permission to use pre-existing photographs, livery or publicity involving officers or staff in their political promotional materials. Where we identify that pre-existing police images and livery have been used in such a way we will request that candidates remove or withdraw such material, and reserve the right to challenge such use.