“These are things that, I mean, it sounds a dreadful thing to say, but these are things that don’t necessarily need to be true, as long as they’re believed,” he said.

In a separate November 2017 meeting filmed by Channel 4, Turnbull appears to admit that the company is in the business of preying on people's fears. "Our job is to get, is to drop the bucket further down the well than anybody else, to understand what are those really deep-seated underlying fears, concerns," he says in the video. "It’s no good fighting an election campaign on the facts because actually it’s all about emotion, it’s all about emotion.”