The Conservatives have bought a Google advert to defend the "so-called dementia tax" after an angry backlash over the plans.

The move comes amid growing criticism of the controversial plans to recoup the cost of social care from people's estates, over £100,000 and make pensioners shoulder the burden of increasing care costs.

The party performed badly in a slew of polls over the weekend, following the announcement at last week's Conservative manifesto launch.

U-turn coming on social care. There will be a cap. Read today's @EveningStandard for the details — George Osborne (@George_Osborne) May 22, 2017

The former chancellor George Osborne, now Evening Standard editor, has suggested Mrs May's team is preparing for a u-turn on the policy.

In a tweet he said: "U-turn coming on social care. There will be a cap. Read today's @EveningStandard for the details."


In an attempt to combat the criticism, Theresa May's team has paid Google to make sure a link to their website with the words "The so-called 'dementia tax' - Get the real facts" comes up at the top when users search "dementia tax".

Labour has also bought an ad on Google titled 'Tory Dementia Tax - What You Need to Know", which links through to the party's website. It was featured underneath the Conservative advert.

Image: Google advertisements bought by Labour and the Tories

Mrs May has been warned her plans could hit a roadblock because of poor-performing councils, already failing to make arrangements for people to pay for care after their deaths that were introduced in 2015.

According to research by the insurance firm Royal London, people in some areas are struggling to strike a deal with councils over deferring payment for their care until their death.

Freedom of Information responses from 140 local councils showed a huge difference in how councils performed across the country on coming to agreements with those about payment for residential care.

Ten of the 140 councils had failed to strike even one social care deal - while 47 councils said they had made fewer than 10 agreements. In other areas councils had made hundreds of deals.

Watch: The key points from Tory manifesto launch

:: Conservative manifesto: What it says, what it means

But former Lib Dem pensions minister Steve Webb, who is now director of policy at Royal London, described the current system as "very shaky" and said the Government would need to overhaul it.

Otherwise, he added, it could not be expected to cope with the demands under the so-called "dementia tax" Mrs May plans to introduce.

He said: "It is clear that there is already a lottery as to whether people facing significant care costs can exercise their legal right to defer their payments under the existing system.

"The Government will need to investigate very quickly why the present system is not working properly, otherwise there is a danger of building a new system on very shaky foundations."

:: Labour manifesto: What it says, what it means

Foreign Secretary Boris Johnson refused to be drawn on suggestions Mrs May's team had failed to consult Cabinet ministers over plans.

Image: Nick Timothy, seen with fellow May adviser Fiona Hill, reportedly put the measures in the Tory manifesto at the last minute

It was claimed Mrs May's chief of staff, Nick Timothy, included the measures at the last minute.

Mr Johnson suggested on Peston on Sunday that the proposals could be altered.

He said: "I do understand people's reservation and the questions that people are asking about some of the detail of this but the broad thrust is right, and, as the Prime Minister said there will be a consultation on getting it right."

He would not be drawn on whether he had been consulted on the plans before the manifesto launch.

According to the Liberal Democrats, the social care changes could see 90% of English homes eligible to be put on the market to cover the cost of treatment costs.

Tim Farron told Sky News at the weekend: "If you or your loved one has or will get dementia, they are coming for you."

Jeremy Corbyn criticises Conservative manifesto

The Liberal Democrats are seeking to increase spending on the NHS and social care by putting an extra 1p on income tax.

Mr Farron has said he will be looking for the support of medical charities to help oppose the plans, including Alzheimer's Research UK, whose president is now former Prime Minister David Cameron.

:: Liberal Democrats' manifesto: What it says, what it means

The Liberal Democrats have set up a "Scrap the dementia tax" petition on their website.