Let us be clear, a big part of the Brexit argumentation was just blatant lies. This was not even about fake news, it was fake argument.

This is about a campaign saying the EU money was going to be used for the NHS and the day afterwards saying ‘well you know actually it is not true’. This is about blaming Europe for whatever things that have nothing to do with EU policy. I agree the pro-EU side was not able to counter that because it countered it too much with facts and did not use emotion.