Lina Khatib, head of the Middle East and north Africa programme at Chatham House said that Saudi Arabia had embarked upon a "wide-ranging PR campaign focused on the UK and the US" since 2016, which involved English-language content targeting a British audience. This PR, linked with the support of Theresa May in arms sales during the war in Yemen. In the UK, media PR depicted Mohammed bin Salman as a reforming prince, and major newspapers ran adverts promoting Bin Salman's 'reform agenda'.[1][2]