The Labour Party has shelved plans for an online advertising push in its general election campaign.
It's believed Labour has been scared off by the results of US research conducted in the US presidential election, that found online advertising could backfire.
Labour party strategists were planning to give online advertising a trial run over the coming election, before launching a blitz in the election after next.
But a survey conducted by the E-Voter Institute in the US showed online ads used by presidential candidates were often counter-productive.
“Labour had been planning a major online campaign for this coming election. They don't necessarily think it will be important this time round,” a Labour Party strategy insider told The Guardian.
He added that the plans had been put on hold “following the problems experienced in the US”.
The survey monitored the behaviour of 40,000 internet users during their exposure to 'pop-up' ads and their voting behaviour after the election.
Pop-up ads automatically appear on a surfer’s screen in a new window and have to be clicked away. They appeared to turn off many voters.
The survey showed 42 percent of undecided voters with Democratic sympathies who saw no ads voted for Al Gore.
But 60 percent of Democrat voters who saw an ad for Republican candidate George W Bush said they voted for Mr Gore.