After confirming Bulley's death at a press conference, Lancashire Police read a statement from Bulley's family in which they condemned the actions of
Sky News and
ITV News for making contact directly with them when they had expressly requested privacy, describing the conduct of media outlets as "shameful". The family also criticised people who accused Bulley's partner of involvement in her disappearance. On 21 February, the broadcasting regulator
Ofcom said it was "extremely concerned" to hear complaints about media conduct made by Bulley's family, and that it had written to both ITV and Sky News to ask them to explain their actions. The police's revelation of Bulley's health details was criticised by several politicians.
Home Secretary Suella Braverman asked the force to justify its decision.
Vera Baird commented that, if publicising the details would have aided the search, it should have been done immediately and said otherwise she thought it
sexist.
Prime Minister Rishi Sunak and
Leader of the Opposition Keir Starmer both expressed concerns; other critics included
Leader of the House of Commons Penny Mordaunt, and
MPs Stella Creasy and
Alicia Kearns. Lancashire Constabulary's media strategy as a whole was criticised as having encouraged rumour and speculation. After a review of the force's disclosures during the case, the
Information Commissioner's Office decided to take no enforcement action, with more details expected to be released following the inquest in June.
Guardian columnist
Zoe Williams called police discussion of Bulley's health "the worst judgment call on the police's part [...] There was no call for that level of detail; it appeared to be introduced purely to discredit her as a rational actor." Williams extended her criticism to the general public, via social media, which reacted entirely contrarily, in her opinion, to how reason and tact would dictate in the early stages of the case when police released minimal information. "Everything the police left unsaid opened a vacuum, into which armchair detectives and keyboard warriors piled with conspiracies, speculation and fantasy. The glee and shamelessness of people broadcasting their vigilante investigations was chilling", extending to one
YouTuber broadcasting himself joining the search, getting arrested on a
public order charge for doing so, and then broadcasting himself again getting fined. When the theories circulating forced the police to hold their 15 February news conference to debunk them, she noted, two
Daily Mail columnists tweeted links to columns criticising Detective Superintendent Smith for having worn a sleeveless dress. "It's a crowded field but this may have been a low point for traditional media," she wrote. It concluded in May, finding "no misconduct or wrongdoing", but did identify two areas for improvement. It would investigate aspects of the investigation and search for Bulley; it produced a report in November
(see below). The programme received criticism from some viewers for the amount of time it spent discussing the involvement of social media amateur sleuths. ==Independent review==