EU plans €51m ‘Choose Europe’ campaign

The European Union is planning a €51m campaign to persuade Britons to stay in the EU, it emerged today.

The "Choose Europe" campaign, which will be rolled out in the coming months, aims to counter the Leave campaign's "stark and negative" message, officials said.

It will include TV and radio ads, as well as online and print materials, and will target key demographics, including young people and those living in areas with high proportions of Leave supporters.

A key part of the campaign will be to highlight the benefits of EU membership, including the free movement of people, goods and services, as well as the protection of workers' rights and the environment.

EU officials said the campaign would also tackle the "myths and misconceptions" surrounding EU membership, including the claim that the UK pays too much into the EU budget.

"The 'Choose Europe' campaign will show that the EU is not a remote institution, but a partnership between member states that puts the interests of citizens first," said a commission spokesperson.

David Cameron has been urged to match the EU's spending with a government-backed campaign of his own.

The Prime Minister's official spokesman said: "The government will be making its own case for staying in the EU, and we will be looking at what we can do to make that case as effectively as possible."

But the Leave campaign dismissed the EU's plans as a "desperate attempt" to sway public opinion.

"The 'Choose Europe' campaign is just another example of the EU's attempts to manipulate and deceive the British people," said a Leave EU spokesperson.

"We will not be swayed by a glossy campaign that seeks to gloss over the EU's failures and shortcomings."

Author's note: Despite the EU's efforts to promote its benefits, the outcome of the referendum remains uncertain, reflecting the complexities of the debate and the diverse views of the British public.

Innovation News Network — 2025-11-25

EU plans €51m ‘Choose Europe’ campaign

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