Key Points
- Baroness Eluned Morgan, leader of Welsh Labour, launched the party’s Senedd election campaign on Monday, March 2, 2026, at Newport Market without mentioning UK Prime Minister Sir Keir Starmer by name.
- The campaign slogan is “a new chapter for Wales,” despite Welsh Labour having governed for 27 years.
- Morgan unveiled five key commitments: building new hospitals, expanding childcare provision, ending homelessness, and other pledges aimed at retaining power in the May 7, 2026, Senedd elections.
- She indicated Sir Keir Starmer would be “very welcome” on the campaign trail if he brings an additional £14 billion in funding for Wales.
- In her speech, Morgan criticised opponents: Reform UK for offering “loud rage” without solutions, and Plaid Cymru for “catchy slogans” lacking details on changes or funding.
- Current polling shows Welsh Labour at risk of falling to third place behind Plaid Cymru and Reform UK.
- Morgan emphasised that the Senedd election should not be a referendum on Sir Keir Starmer’s Westminster tenure.
- She described Welsh Labour as having a “distinctive identity” separate from UK Labour.
- Previous tensions include Morgan refusing to endorse Starmer’s performance in a BBC interview and Welsh Labour MSs accusing him of “rolling back devolution.”
- The launch comes amid speculation over Starmer’s political future and rising competition from Plaid Cymru and Reform UK.
Cardiff (Cardiff Daily) March 18, 2026 – Baroness Eluned Morgan, the First Minister and leader of Welsh Labour, officially launched her party’s campaign for the upcoming Senedd elections today at Newport Market, conspicuously avoiding any mention of UK Prime Minister Sir Keir Starmer despite his party’s long dominance in Welsh politics. This omission, dubbed by some as treating Starmer as “he who must not be named,” underscores growing tensions between Cardiff Bay and Westminster as Welsh Labour seeks to distance itself from national leadership amid unfavourable polls. The event marks the start of a high-stakes battle, with elections slated for May 7, where Labour risks losing its 27-year grip on power.
Why Did Eluned Morgan Avoid Mentioning Keir Starmer?
As reported by the Daily Mail team, Baroness Eluned Morgan addressed supporters in Newport without referencing Sir Keir by name, a move reflecting concerns over his unpopularity in Wales.
“She is making a determined effort to maintain her party’s grip on power in Cardiff Bay, presenting her vision under the slogan ‘a new chapter for Wales,’ even though Labour has governed for 27 years,”
the Daily Mail noted. This strategy aims to shield the local campaign from Westminster’s baggage, as current polling suggests Labour could drop to third behind Plaid Cymru and Reform UK.
In a speech of approximately 2,600 words, there was no reference to Starmer, according to WalesOnline reporters who covered the quiet gathering at Newport Market.
“Eluned Morgan visited Newport on Monday to unveil five pivotal commitments for Welsh Labour in anticipation of May’s Senedd election,”
they detailed, highlighting the First Minister’s focus on local issues. Morgan urged voters
“not to view the election as a referendum on the Prime Minister’s tenure in Westminster,”
a point echoed across sources.
What Are Welsh Labour’s Five Key Pledges?
First Minister Eluned Morgan announced ambitious plans during the launch, as covered by WalesOnline. These include building new hospitals, expanding childcare provision, and committing to end homelessness if Labour secures re-election.
“Morgan declared that if Labour retains its position in May’s pivotal election, it would usher in ‘a new chapter for Wales,'”
The pledges were unveiled alongside dozens of new candidates, in a bid to rally support just ten weeks before polls open. This comes as other parties gear up: Plaid Cymru held their conference recently, while Reform UK and Welsh Conservatives prepare policy announcements. Morgan positioned these commitments as practical progress against opponents’ “noise.”
Would Keir Starmer Be Welcome in Wales?
As reported by Yahoo News UK, Welsh First Minister Eluned Morgan stated during the campaign unveiling that Sir Keir Starmer
“brings another £14bn, [he] is very welcome on the campaign trail.”
She emphasised her long-standing requests for such funding, reiterating, “‘[He] brings another £14bn, [he’s] very welcome to come back.'” This conditional invitation highlights fiscal demands amid devolution debates.
The Guardian noted Morgan’s affirmation that she expects Starmer to remain Prime Minister but stressed Welsh Labour’s “unique identity.” On related foreign policy, she remarked on Starmer’s approval of US use of British bases against Iran:
“It is crucial to adhere to the legal standpoint. That was a defensive stance. I would be deeply worried if we approached an aggressive posture.”
How Does Eluned Morgan View Her Opponents?
In her inaugural campaign speech, Morgan criticised rivals sharply.
“What we are witnessing in Wales, across the UK, and globally, is politics that is more about noise than wisdom, more about anger than utility, and more focused on posturing than progress,”
she stated, as per Yahoo News UK. She accused Reform UK of offering “loud rage” without substantial solutions, while Plaid Cymru provides “catchy slogans that lack concrete details regarding immediate changes or funding strategies.”
This rhetoric positions Welsh Labour as the party of “wisdom” and “progress,” contrasting with the “twin threat” of Plaid Cymru and Reform UK, according to The Guardian’s coverage of the uphill battle.
What Is the Context of Tensions with Westminster?
Tensions predate the launch. As reported by BBC News, Eluned Morgan repeatedly refused to say if Sir Keir Starmer is good at his job during a Radio 4 Today programme interview on January 28, 2026.
“Wales’ First Minister has declined to endorse Prime Minister Sir Keir Starmer,”
the BBC stated, noting she emphasised the Senedd vote should not protest the UK government.
In December 2025, eleven Welsh Labour MSs, including former cabinet members, accused Starmer of “rolling back devolution” in a letter, alleging ministers are “undermining the current devolution framework,” per Yahoo News UK. Earlier, in May 2025, Morgan told ITV News Wales:
“When Westminster makes decisions that we think will harm the Welsh communities, we will not stay silent.”
She affirmed there are “two Labour Governments working together” but pledged to challenge Starmer where needed, calling him a “serious person” who has “reset the relationship with the Welsh Government.”
“If, in our eyes, Westminster gets it wrong for Wales, we will call it out. We will do things our way, shaped by our Welsh values, our people and our priorities,”
Baroness Eluned Morgan said.
Why Is This Election Pivotal for Welsh Labour?
The May 7, 2026, Senedd elections represent the most consequential since devolution, with Labour facing speculation over Starmer’s future and poll leads by rivals. BBC coverage last week noted Morgan’s hint that Starmer needs “goodies” like new initiatives to join the trail. Her launch in Newport, her politically formative area as per earlier BBC reports from 2024, symbolises roots amid challenges.
