Downing Street has dismissed calls for a formal “Buy British” campaign in response to the recent wave of tariffs imposed by Donald Trump on UK imports.

Sir Keir Starmer’s spokesperson emphasized the UK’s commitment to open trade, stating the government “is not going to tell people where they buy their stuff.” Chancellor Rachel Reeves also dismissed the idea, telling MPs that such a campaign would be “inward-looking” and counterproductive.

The remarks were made in response to the Liberal Democrats, who have urged the government to promote the purchase of British-made goods to protect the economy from the impact of U.S. tariffs. The Lib Dems proposed a “Made in Britain” label backed by a nationwide advertising campaign.

While rejecting a consumer-focused campaign, the government has indicated that it is reviewing public procurement rules to give British firms an edge when bidding for government contracts. Reeves confirmed that Cabinet Office Minister Pat McFadden is overseeing reforms aimed at boosting opportunities for British businesses, especially small and medium-sized enterprises.

Despite the pressure to respond decisively to the U.S. tariffs—which include a 10% levy on nearly all UK exports to the U.S., and existing 25% tariffs on steel, aluminium, and cars—ministers have ruled out immediate retaliation. Prime Minister Rishi Sunak told the Liaison Committee that the UK should avoid “jumping in with both feet” and instead seek a negotiated solution to reduce the tariffs.

During a session in the House of Commons, Lib Dem Treasury spokesperson Daisy Cooper argued that the government must show it is standing up for British consumers and businesses. She warned that the tariffs could drive up the cost of living and weaken public confidence.

Reeves countered by warning against escalating trade barriers, which she said would harm supply chains and fuel inflation. “We don’t want to see a trade war, with Britain becoming inward-looking,” she said. “If every country decided to only buy domestically, that would be a poor path forward.”

Despite rejecting a broad “Buy British” movement, the government has pledged continued support for British manufacturers and producers. Ministers are also expected to push for greater use of UK-made goods in major infrastructure projects like transport, offshore wind, and defence, as part of a broader industrial strategy due later this year.

Addressing economic concerns, Reeves acknowledged the broader impact of the U.S. tariffs on global markets. She reassured MPs that the financial system remains stable, citing a conversation with the Bank of England governor, and pledged that the government would “act decisively” to support the economy.

She concluded by emphasizing that securing a trade agreement with the U.S. remains the UK’s priority. “A trade war is in nobody’s interest,” she said. “We must remain pragmatic, cool-headed, and focused on securing a deal that serves the national interest.” Photo by [2], Wikimedia commons.