Kemi Badenoch has reached a level of popularity not seen among Conservative leaders in over five years, according to a recent YouGov survey conducted this week among 2,063 adults. The poll also highlights shifting public opinions concerning Nigel Farage, whose approval ratings have declined sharply amid renewed scrutiny over his finances.

Badenoch’s rise comes as she criticized the new Prime Minister, Andy Burnham, accusing him of lacking a coherent plan for the country. Despite this, Burnham maintains a slightly positive net-favourability rating of plus 3 according to the survey. The findings suggest a competitive political environment, with both the Labour and Conservative parties closely trailing Reform UK in voting intention. Reform’s support currently stands at 23 percent, while the Conservatives have risen to 21 percent and Labour holds 20 percent.

In contrast, Reform UK leader Nigel Farage’s popularity has collapsed to some of the lowest levels recorded in a decade of YouGov tracking. Only 22 percent of respondents expressed a positive view of Farage, while 68 percent viewed him unfavorably, including 56 percent who regarded him “very unfavourably.” YouGov noted that Farage’s net favourability rating of minus 46 matches the lowest points recorded for public figures such as Boris Johnson, following the initial “partygate” scandal in 2021, and Keir Starmer immediately before his resignation last month.

Farage’s troubles are compounded by ongoing investigations into a £5 million payment he received from cryptocurrency entrepreneur Christopher Harborne shortly before his return to frontline politics. The Conservative Party has called on HM Revenue and Customs to determine whether this payment should be considered “disguised remuneration,” which could make it subject to income tax rather than being classified as a personal gift or political donation. Party chairman Kevin Hollinrake argued that if the payment was linked to Farage’s role within Reform UK, its tax treatment would differ significantly from a genuine personal gift.

Farage’s team has disputed these claims, maintaining that the money was an unconditional, personal gift unrelated to political activity, and that no rules were violated. A spokesman described the accusations as an act of “desperation” by the Conservative Party. Separately, Farage remains under investigation by the Parliamentary Commissioner for Standards regarding the non-declaration of the payment, although that probe has been paused since he resigned as a member of parliament.

The political climate remains dynamic as Reform UK, under Farage’s leadership, prepares for a by-election in Clacton, aiming to demonstrate continued public support despite waning approval ratings and legal scrutiny. Meanwhile, competition among the main parties appears increasingly tight as the public’s perception of their leaders continues to evolve.