BILL Etheridge has launched another UKIP leadership bid.

The Sedgley councillor had hoped to persuade his long-term ally Nigel Farage to return following the resignation of Paul Nuttall, who quit following the purple party's disastrous General Election result.

But after Mr Farage ruled out a return, cllr Etheridge decided to stand in a bid to lead the party to "a successful future, one that puts the Great back into Britain".

Cllr Etheridge, who was elected to European Parliament in 2014, said: "UKIP is at its best when it stays true to its core beliefs. As Nigel has proven, when steered in the right direction we can make progress on all these pressing issues.

"Now is the right time to put our own people first. Our party must be in a position where it can challenge the establishment, but provide costed market friendly initiatives."

He continued: "Our party must broaden its focus so we can win parliamentary seats. As a top priority we must push for urgent tax reform.

"Government tax policy is mad - it is not efficient because it does not seek to maximise revenue and is so complex as to be incomprehensible, making compliance the sanctuary of the uber wealthy.

"That stifles growth and investment, and facilitates both evasion and avoidance."

Cllr Etheridge also wants the party to stand for the right for individuals to "live as they wish within certain agreed limits," which must be "protected against the big state and big corporations" and call for a reduction in the number of laws that "seek to restrict personal freedom".

He is also pushing for tougher penalties for serious crimes, controlled immigration for the public to be "consulted in referenda on some of the truly momentous issues of the day".