Way of the World Michael Deacon

By the Editorial Team · Tuesday, October 27, 2026

Several UK public figures, including Cheryl Cole, Danny Dyer, and Gary Lineker, have recently been labeled "national treasures" by the media, though the term lacks any formal definition or official endorsement. The informal and subjective nature of this designation fuels debate, especially as figures like Alastair Campbell controversially claim the title despite differing public perceptions.

In recent weeks, a range of public figures across the United Kingdom have been described in media outlets as “national treasures,” spanning musicians, actors, and commentators. Among those credited with this informal title are Cheryl Cole, former EastEnders actor Danny Dyer, once X Factor contestant Stacey Solomon, 1980s pop group Duran Duran, and well-known political commentator Gary Lineker.

The concept of a “national treasure” often evokes a perception of warmth, charm, and broad public affection. However, there is no formal process or official body that designates the term, raising questions about how certain individuals come to be widely regarded with this accolade. The designation appears to be largely subjective and reliant on popular sentiment rather than any fixed criteria or committee ruling.

Adding to the debate, Alastair Campbell, former communications director for Prime Minister Tony Blair, has recently referred to himself as a “national treasure” in his new book, Persevilience, which explores qualities he believes essential for success in politics and life. Campbell also highlights his role in co-hosting a widely listened-to political podcast, which he describes as the UK’s “No 1 podcast.”

While acknowledging the popularity of his show, some observers question whether Campbell’s self-characterization as a national treasure aligns with the typical public qualities associated with the term. They note that recipients of the title are generally perceived as approachable, good-natured, and broadly loved—traits not universally attributed to Campbell, whose political career and public persona have often been polarizing.

The discussion also touches on the playful hypothetical idea of a “honours committee” responsible for bestowing the national treasure status, though none actually exists. In this imagined scenario, Campbell’s candidacy might spark debate, especially when contrasted with historical and cultural figures who evoke very different legacies.

Ultimately, the notion of who qualifies as a national treasure remains fluid and open to individual interpretation. Whether through official recognition or popular affection, the title continues to be applied in diverse and sometimes unexpected ways.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.