New Labour

New Labour is an alternative name of the British political Labour Party. The name is primarily used by the party itself in its literature but is also sometimes used by political commentators and the wider media.

The name originates from a draft manifesto, published by the party in 1996, called New Labour, New Life For Britain. However the term was intended to incorporate a wider rebranding of the party in the eyes of the electorate. The new name coincided with the re-writing of Clause IV[?] of the party's constitution. The re-branding is largely attributed to Peter Mandelson who exercised a great deal of authority in the party following the death of John Smith and subsequent election of Tony Blair as party leader.

The name change coincided with a dramatic revival of the party's fortunes. Unexpectedly defeated for a fourth consecutive time in the 1992 election, the party won the 1997 election with a majority of 179. Following a period of government and in particular after a second election victory in 2001, the name has diminished in significance in British political life (The Labour Party generally being referred to in the media as 'the Government' rather than 'new Labour'). However the name is still used in party literature.

The name has been widely satirised. Critics associate the new name with an unprecedented use of 'spin doctoring' in the party's relationship with media. The Conservative party attempted to tarnish the new Labour tag during the 1997 election campaign using the slogan 'New Labour, New Danger'.

After Gordon Brown's budgets became more and more keynesian, Private Eye began to call Labour, "New" Labour.

The choice of name echoes slogans in American politics, particularly those of the Democratic Party, such as Roosevelt's New Deal, Kennedy's New Frontier[?] and Clinton's New Covenant[?].