Nigel Farage’s Reform UK party has appointed Dr. David Bull—a seasoned television presenter and medical doctor—as its new chairman in a strategic move aimed at quelling internal unrest and steering the party towards electoral credibility. Bull steps into the role at a critical juncture, as Reform experiences a surprising upswing in public support, recently surpassing Labour in some opinion polls to become the most favored political group in Britain.

Bull, who previously served as the party’s deputy leader and stood unsuccessfully for Parliament, is tasked with unifying the party following a series of leadership upheavals. His appointment follows the sudden resignation of former chairman Zia Yusuf, who stepped down amid controversy and frustration after a Reform MP called for a ban on the burqa. Though Yusuf returned just days later in a different position, citing exhaustion as his reason for leaving, the episode underscored the party’s ongoing leadership instability.

Bringing over 20 years of experience from the media world, including his current role with Rupert Murdoch’s Talk TV, Bull’s appointment signals a shift toward a more polished public image. As chairman, he is expected to leverage his broadcasting acumen to improve the party’s messaging and widen its appeal beyond its core base. Reform UK, which champions strict immigration controls and rejects current climate policies, has faced ongoing criticism for appearing disorganized and overly reliant on Farage's personal brand.

Farage, however, downplayed the perception of deep internal divisions. In a statement Tuesday, he brushed aside rumors of discord by invoking political realism: “People come and go in politics,” he said, adding that his capacity for forgiveness was evident “given the sins that were committed last week.” Nonetheless, critics continue to question whether Farage holds disproportionate influence within the party’s hierarchy, making meaningful reform difficult.

Tensions within Reform UK have been further inflamed by a recent controversy involving MP Rupert Lowe, who was suspended from the party amid allegations of bullying and threats directed at staff. Though prosecutors ultimately chose not to pursue charges, the incident added fuel to concerns about governance and accountability within the party's ranks. These internal challenges have sparked wider debate about whether Reform can transition from fringe movement to a serious contender on the national stage

Financially, the party is still struggling to compete with Britain’s major political forces. Despite ambitious pledges by its treasurer, billionaire Nick Candy, Reform received only £1.49 million in donations in the first quarter of the year—far short of the promised “tens of millions” Candy had vowed to deliver. By comparison, Labour brought in £2.6 million and the Conservatives raised £5.5 million. Still, Reform’s latest fundraising marked a tenfold increase from the previous quarter, offering some encouragement as it prepares for a general election push under Bull’s leadership.