Liberal Democrats have been accused of trying to 'hoodwink voters' after launching a newspaper bearing resemblance to the Gloucestershire Gazette.

The 'Gloucestershire Local Gazette' free newspaper has been distributed by the Gloucestershire Liberal Democrats group.

Julian Wellings, owner of marketing firm Expertise on Tap, posted images of the newspaper on Twitter.

He said: "One of those Lib Dem campaign leaflets disguised as a local newspaper just landed. I can see through this instantly, but some won't."

Responding to the tweet Mike Lowe, former editor of Cotswold Life, the Citizen and the Bristol Post, said: "This is an utter disgrace. Deliberate deception presenting opinion as fact. Shameful."

Another commenter said: "Interesting they've chosen to call it Gazette when there's a real Gazette series in Gloucestershire.

"It claims to be a free local newspaper and it's actually nothing of the sort."

Cllr Mark Hawthorne, leader of the Gloucestershire Conservative group at Shire Hall, said: “Faking an entire newspaper is a new low.

"If the Lib Dems really believe in what they’re saying, why would they try to hoodwink voters with this dodgy copy of a well-respected local newspaper?”

Today the News Media Association (NMA), which is the voice of national and local news publishers in the UK, has launched an industry-wide Don’t Be Duped campaign against political propaganda leaflets designed to look and feel like independent local newspapers.

NMA chairman Henry Faure Walker, who is also chief executive of Newsquest Media Group, the publisher of the Gazette series, said: "Make no mistake, these publications are designed to fool you into thinking you are reading independent journalism.

"In fact, they are the exact opposite – party political propaganda sheets masquerading as real newspapers.

"It has been reported that some of the leaflets are not clearly marked as being produced by the Lib Dems.

"We think this cynical attempt to mislead you is wrong. It undermines trust in both politicians and independent local newspapers.

"That’s why today, the local news media sector is launching the Don’t Be Duped campaign to call out these publications for what they are and see them stopped once and for all.

"We have written to Sir Ed Davey, Leader of the Liberal Democrats, and the Electoral Commission to explain our concerns and to call for an end to fake local newspapers."

The Gloucestershire Liberal Democrat group has been approached for comment.