Kassam's campaign slogan was "Make UKIP Great Again." His activity online gave him negative attention. He viciously insulted multiple politicians, including First Minister of Scotland Nicola Sturgeon, UKIP leadership candidate Suzanne Evans, and Labour MP Angela Eagle. He called the Scottish National Party a "National Socialist party." He later apologised. He called for a referendum on the right of women in the UK to wear the niqāb, claimed that US presidential candidate Donald Trump does not hold anti-Muslim views, and questioned the claims of sexual assault made against Trump.