In July 2024, Habib expressed concerns after his removal as Deputy Leader.[12] He also criticised Reform UK's new constitution as "undemocratic".[13] In November 2024, Farage told GB News that Habib had 'attacked me more in public than the Labour Party' and had gone 'very bitter'.[14]
Integrity Party
Following the fallout between Habib and Farage, on 28 November 2024, Habib announced he was quitting Reform UK.[15][16] Habib cited ideological differences with Farage, such as Habib's support for mass deportations, as well as the structure of Reform UK.[15] After leaving, Habib said he wished to create a party to the right of Reform.[16] He later stated that Elon Musk had urged him to set up a party in early 2025.[17]
In April 2025, Habib announced he would be taking over the Integrity Party, which had been created by Christian Russell and Richard J. Shaw in 2024.[18] Habib stated that he intended to make sure the party was properly set up and organised before applying to the Electoral Commission for registration.[18]
Formation
On 30 June 2025, Habib announced the party's new name "Advance UK", and set a target of 30,000 members before registration.[16] The limited company behind the Integrity Party was renamed as Advance UK Party Limited.[6]Restore Britain, a far-right pressure group, was established by Rupert Lowe MP later that day.[6]
In July, Richard Inman – an event organiser for prominent far-right[19] activist Tommy Robinson and a former UKIP National Executive Committee (NEC) member – joined Advance UK.[20] In early August, Tommy Robinson announced he was also joining the party.[21][22] Later that month, four former parliamentary candidates one branch chair defected from Reform.[23] On 26 August 2025, Elon Musk declared his support for the party saying "Advance UK will actually drive change. Farage is weak sauce who will do nothing."[24]
At Tommy Robinson's 'Unite the Kingdom' rally in London on 13 September 2025, Advance were listed as a sponsor of the event.[25] Habib was a speaker at the rally, which saw a turnout between 110,000 and 150,000.[26][27]
Launch
The party was due to hold an official launch event at the Crowne-Plaza Hotel in Newcastle upon Tyne on 27 September. However, after criticism, the hotel management cancelled the booking on health and safety grounds, according to Newcastle City Council.[28][29] Habib told supporters on Twitter that the party would still launch in Newcastle.[28]
In November 2025, Wootton Bridge Community Centre on the Isle of Wight, where 100 Advance UK supporters had met, was placed under review by the Charity Commission over alleged political activity.[30]
On 4 December 2025, the party was registered with the Electoral Commission to run candidates in Great Britain.[1] Edward Oakenfull, the party's treasurer, was previously the Reform candidate for Derbyshire Dales in 2024; but was dropped over his comments on the IQ of sub-Saharan Africans.[31]
In the Financial Times, Anna Gross wrote that Habib was working to prevent Nigel Farage from winning the next UK general election, and that the more hardline Advance UK could take votes from those who consider Farage too moderate.[41] Further, Alex Kane of The Irish News suggested in September 2025 that Advance was "in danger of becoming an anti-Farage party rather than a genuine alternative to Reform."[42]
In April 2025, Habib announced that the Integrity Party would abolish quangos created under Tony Blair and enact "Liz Truss style" tax-cuts.[18]
Patrick English, director of political analytics at YouGov, said that Advance UK "certainly might have the potential to be disruptive but they'll need to work very hard to find people capable of fronting it".[23]
The party plans to create a 'college' of representatives that will vote for proposed policies, and is intended to guide the party's board of directors and the executive, consisting of the party leaders.[16][6] Sean O'Grady described the arrangement as 'complicated' and likely to lead to internal friction.[6]
In a Sky News article discussing right-wing and extreme bias on Twitter, Habib described the platform as vital for Advance UK. He also stated all of the party's membership had come from Twitter, podcasts, YouTube, and other social media platforms.[3]
In Cardiff, anti-fascist group Stand Up to Racism persuaded the venue to cancel the Wales launch booking in October 2025.[47] The Brunswick Arms in Swansea was boycotted and sent a petition by local residents, after it hosted a meeting.[48]
In July 2025, Habib told the News Letter that he hoped to work alongside Jim Allister and the TUV in Northern Ireland. He said that "Farage doesn't stand" for the Acts of Union.[50]
Aileen Quinton, whose mother Alberta was killed in the IRA'sEnniskillen bombing in 1987, is a member of the party's college.[51][46]
In November 2025, Habib was criticised after he told Hilary Schan (who spoke for Irish unity at the Your Party conference) to 'Go to the Republic'. Suzanne Breen of the Belfast Telegraph reported the party has 600 members in Northern Ireland, and is preparing to register there.[52]
In January 2026, an article by the Belfast Telegraph revealed that TUV members were supportive of both Advance UK and Habib, in contrast to the party leadership, who continue to endorse Reform.[53]
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