In a fiery social media showdown that has ignited debate across the UK, television presenter and property expert Kirstie Allsopp has launched a searing attack on Prime Minister Keir Starmer, calling into question his recent push for a national Digital ID system with a single, brutal word: “Seriously?!”

Allsopp, best known for her role on Location, Location, Location, did not mince her words when she responded to Starmer’s idea that digital identification could dramatically streamline the home-buying process. According to her, his pitch was not only naïve — it was outrageous. In her own repost of his message on X (formerly Twitter), she wrote:

“Seriously?! This is outrageous, how dare @KeirStarmer pretend that Digital ID is what will sort out our broken homes transaction system, he’s a lawyer FFS he knows this isn’t true.”

Her fury seems to stem from more than just political disagreement — she’s challenging what she calls a misleading oversimplification of a deeply broken housing system. For Allsopp, Starmer’s framing of Digital ID as a magic solution glosses over the real structural problems inherent in property transactions — problems that she argues can’t just be “fixed” with a few digital tools.

She went on to argue that Starmer, with his legal background, must know better: identity verification is only one small part of the mess. Allsopp suggested that the government’s focus on Digital ID is a distraction — that instead of building a robust, well-funded working group of experts to redesign the property transaction system from the ground up, Starmer is peddling a tech “quick fix” for political gain.

Her rebuke has struck a nerve. Some see her as speaking truths that resonate deeply with anyone who’s struggled to buy a home — calling out the complexity, cost, and bureaucratic nightmares that go far beyond proving who you are. Others argue that Digital ID could indeed save time and money for homebuyers in very real ways, and that Allsopp is being overly dramatic.

Either way, this clash highlights a growing tension: Is techno-optimism from political leaders just a shiny veneer over systemic failures? Or is it a genuine innovation that could reshape how people interact with the state and the housing market? For Allsopp, at least, the answer is clear: Digital ID isn’t the panacea Starmer makes it out to be — and she’s not afraid to call him out on it.