The chapter explores the extent that UK political parties contravened ethical communication norms during the 2024 election campaign. Normatively, for democracy to function well, voters should go to the polls armed with the accurate information they require to choose between the political products (parties, leaders and policies) on offer. But sloganeering, vague promises, selective use of facts and blatant dishonesty by politicians, parties, campaigns and governments limit the chances of that happening. Politics operates outside of a regulatory framework, one which strictly governs claims made in corporate marketing communication. The chapter gathers data from key factchecking news sites and categorises the communication deemed false, finding parties used alternative facts while also being prepared to peddle bullshit and lies for electoral gain. Placing this within the context of the election strategies, we argue that parties appear willing to ‘say anything to win’. This strategy contravenes the norms of democracy and can prove damaging for party brands and further contribute to undermining public trust in politics.