Esther McVey, friend or foe?

Between now and the General Election on May 7 I'm highlighting a series of 'target seats', those where the candidate standing for re-election has supported anti-tobacco policies, and those where a leading candidate is an opponent of excessive lifestyle regulations and policies that infantilise us all. With a few exceptions I'm focussing on marginal or semi-marginal seats.

#27 - Wirral West
Former TV presenter Esther McVey polarised opinion even before she was elected to parliament in 2010. Only yesterday the Telegraph's Tim Stanley described her as a "very bright star" and a "prime example of David Cameron’s liberal-minded, female, modern favourites who were quickly elevated to cabinet rank." In contrast the Daily Record referred to her recently as a "despised Tory hatchet woman – dubbed McVile for her defence of welfare cuts". All I know is McVey courageously rebelled against her own government and voted against plain packaging of tobacco. The fact that the Mirror subsequently accused her of hypocrisy because of a letter she sent a constituent in which she described plain packaging as an "enormously positive measure that will save lives and prevent children from taking up smoking in the first place" can be taken with a pinch of salt because it was almost certainly drafted by a junior member of staff. McVey must be judged by her voting record and in 2014 and 2015 she also voted against a ban on smoking in private vehicles carrying children. Reports suggest she has an enormous battle on her hands to retain her seat. I hope she succeeds.

2010 majority: 2,436 (6.2%)
Estimated number of smokers in Wirral West: 11,013*
Principal opponent: Labour
Friend or foe: Friend
Target rating: Extremely vulnerable

*Based on 20% of the registered electorate in 2010

Note: marginal seats have been defined as those with majorities of 10% or less that require a swing of 5% for the incumbent party to lose.