For decades before the Brexit referendum, much of the right-wing UK tabloid press presented the EU as a hostile, meddling force, not by accident but because it suited their politics, profits, and power. The EU represented shared rules, social protections, and limits on deregulation, all of which clashed with a free-market, low-regulation worldview. Brussels was distant, complex, and unfamiliar, making it an ideal target for caricature and distortion.

Sensational stories about “bent bananas”, bans on British traditions, or faceless bureaucrats dictating daily life were easy to understand and emotionally charged. They sold newspapers, drove outrage, and encouraged loyalty by framing readers as victims of an external enemy. The truth, that EU regulations were often co-designed by UK ministers and benefited consumers and workers, was far less clickable.

There were also clear political incentives. Successive governments found it convenient to blame the EU for unpopular decisions while quietly supporting those same policies in Brussels. Tabloid owners, some with global business interests, often favoured weakening EU rules and cultivated close relationships with politicians who shared that goal. Over time, myth became narrative, and narrative became identity.

Crucially, accountability was weak. Inaccurate stories were rarely corrected with equal prominence, and the EU itself was poor at explaining its role in plain, human terms. Journalists who challenged the myths were dismissed as elitist or unpatriotic. By the time of the referendum, decades of repetition had embedded a sense of grievance and mistrust so deeply that facts alone struggled to compete with emotion, nostalgia, and a carefully nurtured story of lost sovereignty.