New data shows strong public support for the government to go further in securing better trade terms with the EU including among Labour voters who are now considering voting for Reform UK.

As the UK prepares to host EU leaders at a summit to agree greater cooperation, a poll of almost 5,000 people undertaken by YouGov on behalf of Best for Britain asked what people would accept to secure better trade terms with the EU.

It reveals public backing for things which are reportedly on the table for negotiations including; aligning with EU animal and plant standards (53% in favour vs 21% opposed), agreeing a new defence pact with the EU (69% vs 13%), a youth mobility scheme (63% vs 17%)  and sharing access to fishing waters (43% vs 33%).

However, the data also shows that the public are happy for the government to go even further in pursuit of a better trading relationship with our closest neighbours. Remarkably, a majority of voters (52%) would be open to aligning with all EU rules on goods and products with only a quarter opposed (25%) while seven in ten (71%) are open to the idea of an EU-UK common approach to customs regulation compared to one in ten (11%) who are not.

Crucially, this trend is mirrored among Labour voters who now say they are considering voting for Reform UK. This group is just as enthusiastic about a common approach to customs (72%)  and following EU rules for goods and products (55%) if it means securing better trade terms. 

Support for such an exchange skyrockets among all who voted Labour at the last election with seven in ten (72%) willing to accept the same rules for goods and almost nine in ten (85%) open to a common customs approach. Only 8% and 5% of Labour’s winning electoral coalition would not accept these terms respectively.

In a separate question the same poll reveals that around twice as many say the government is not going far enough in their negotiations with the EU (35%) compared to those who say they are going too far (19%) or that their current approach is about right (15%). Among Labour’s 2024 voters, a majority (54%) think the government could be more ambitious with only one in twenty (4%) thinking they should show greater restraint.

The data

Commissioned by Best for Britain. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4,703 adults. Fieldwork was undertaken between 31st March - 2nd April 2025. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

Data tables published by YouGov are available online at their website.