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When a fact begins to resemble whatever you feel is true, it becomes very difficult for anyone to tell the difference between facts that are true and “facts” that are not. The leave campaign was well aware of this – and took full advantage, safe in the knowledge that the Advertising Standards Authority has no power to police political claims. A few days after the vote, Arron Banks, Ukip’s largest donor and the main funder of the Leave.EU campaign, told the Guardian that his side knew all along that facts would not win the day. “It was taking an American-style media approach,” said Banks. “What they said early on was ‘Facts don’t work’, and that’s it. The remain campaign featured fact, fact, fact, fact, fact. It just doesn’t work. You have got to connect with people emotionally. It’s the Trump success.
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