Several local newspapers featured Conservative adverts on their front pages as their readers went to vote in local elections.
The wraparound advert calls for voters to support Theresa May at the forthcoming general election on 8 June.
It appeared on the front of weekly titles such as the Mansfield Chad, Bury Times and Stockport Express.
Today's Bury Times (where readers vote today for the 1st mayor of Greater Manchester) is an advert paid for by the Tories. Bit rum, no? pic.twitter.com/xIrwq0q3LC— Helen Pidd (@helenpidd) May 4, 2017
Tories buying big adverts in bloody Mansfield, which has been Labour since 1923. Not one mention of "Conservatives". pic.twitter.com/RwXQ24d2Sc— Jim Waterson (@jimwaterson) May 3, 2017
The advert coincides with the local elections, with readers going to the polls for council and mayoral elections.
Helen Pidd, the North of England editor for The Guardian, noted the Bury Times advert was released on the day readers will vote for the first mayor of Greater Manchester.
"Bit rum, no?" she asked on Twitter.
Others replied to her tweet to say their local papers had done the same, mentioning The Darlington, Aycliffe and Sedgefield Advertiser, The Lancashire Telegraph, The Chorley Citizen and The Westmorland Gazette.
"A good day to Bury bad news," one Twitter user joked.
This is the front page wrap on today's Bury Times. On an Election Day when people are going to the polls. No doubt it's happening elsewhere. pic.twitter.com/Od7jpR6xtH— Media Bias Exposed (@bias_exposed) May 4, 2017
Jim Watson, political editor at Buzzfeed News, noted the front page advert does not mention the Conservatives.
The back page of the wrap advert encourages readers to back Ms May and vote "for [her] Conservative candidate in your local area."
The Electoral Commission tweeted to confirm campaigners can campaign on polling day, as long as it did not take place inside a polling station. There is also no ban on political advertising.
The Independent has contacted the Trinity Mirror, Johnston Press and Newsquest Media Group for comment.