Cameron basks in backing from another 14 business leaders

David Cameron said Labour was "on the wrong side" of workers and businesses yesterday as more executives publicly backed Tory plans to halt a planned rise in National Insurance.

Another 14 business chiefs added their names to what the Opposition leader said was an "impressive" list of endorsements from the heads of well-known firms.

Labour has described the Conservatives' claims to be able to fund the move by finding 6 billion of immediate efficiency savings as a "cynical deception".

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Ministers say an increase next April is needed to tackle the UK's record deficit and warn that a rise in VAT or severe public spending cuts would be required if it was axed.

Shadow chancellor George Osborne announced this week that he would scrap the increase for seven out of 10 workers – those earning up to 45,400 – and limit a rise in employers' contributions.

Describing Labour's tax rise as "the economics of the madhouse", he said seven out of 10 workers would be better off if the Tories won the election.

Intense pre-election combat yesterday saw Business Secretary Lord Mandelson suggest the prominent backers had been fooled, sparking angry retorts he was being patronising.

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But yesterday Mr Cameron, on a visit to a youth centre with his wife Samantha, said voters would judge whether to believe the heads of major firms or the Government.

"Who do you believe? Business leaders who run some of Britain's biggest and best businesses, who every week, every month, every year have to get rid of unnecessary costs in order to provide a good service or Alistair Darling and Gordon Brown who doubled the national debt?

"I would put my faith in British business leaders who say the Conservatives have got it right."

Among the names added to 23 who signed a letter to the Telegraph were McLaren Formula One team boss Ron Dennis and Simon Fox, the chief executive of HMV Group.

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The heads of household name companies such as Marks & Spencer, easyJet, Sainsbury's, JCB and GlaxoSmithKline chairman Sir Christopher Gent were among the first tranche.

And business groups including the British Chambers of Commerce, British Retail Consortium and Confederation of British Industry also said the proposal deserved "some credit".

"This is an impressive list of businesses", Mr Cameron said, adding Labour had "got themselves of the wrong side of working people in Britain and on the wrong side of British business".

"What we are trying to do is avoid Labour's tax increases. We can't avoid all of them so we have chosen the one that is the most damaging to avoid and that's Labour's tax on jobs and Labour's tax that hits the people earning 20,000 and above.

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"I don't think people earning 20,000 are rich. Labour apparently does."

Rival approaches to tackling the UK's economic woes intensified amid widespread expectation that Prime Minister Gordon Brown will announce a May 6 general election next Tuesday.

Mr Cameron was the only one of the three main party leaders to make a public appearance as he toured the London youth centre in Hackney, east London, with Samantha, who is pregnant.

n The Tory lead over Labour has grown to nine points according to the latest pre-election opinion poll but both main parties saw their vote share drop as the Liberal Democrats gained ground. An ICM survey for the Guardian put the opposition on 38 per cent – down one point – with Labour dropping two points to 29. The Liberal Democrats – perhaps boosted by the televised debate of would-be chancellors – gained four to stand at 23.

Samantha joins the campaign trail

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David Cameron and his pregnant wife Samantha hit the campaign trail together for the first time yesterday in the run up to the general election.

The Conservative leader chose to deploy his "secret weapon" when he visited a youth centre in east London, having said the 38-year-old wanted to "get out there" and do what she could.

A glowing Samantha, who is expecting a baby in September, looked relaxed as she greeted artists and watched an amateur boxing match.

The Conservative leader, who helped his wife out of the car as they arrived, at times placed a hand attentively on his wife's back as they made their way around the Pedro Youth Club in Hackney.

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With Samantha expecting her fourth child, Mr Cameron faces the possibility that his first few months as Prime Minister will be punctuated by paternity leave, sleepless nights and nappy changes.

He has described the timing as "not absolutely ideal" but yesterday the pair showed a keen interest in getting on with the fight for office.

Mr Cameron said: "Samantha's got a great enthusiasm for this side of politics because it is more meaningful. Well, she can tell you for herself..."

His wife, who has never shied from her role as a prominent politician's wife, added: "I think youth groups like this are making a real difference to all the people living around, especially to all the kids."