This article develops and tests a set of theoretical mechanisms by which candidate ethnicity may have affected the party vote choice of both white British and ethnic minority voters in the 2010 British general election. Ethnic minority candidates suffered an average electoral penalty of about 4 per cent of the three-party vote from whites, mostly because those with anti-immigrant feelings were less willing to vote for Muslims. Ethnic minority voter responses to candidate ethnicity differed by ethnic group. There were no significant effects for non-Muslim Indian and black voters, while Pakistani candidates benefited from an 8-point average electoral bonus from Pakistani voters.Ethnic minorities are consistently under-represented in all democracies, 1 perhaps in part because majority voters discriminate against minority candidates. 2 Conversely, some research shows that visible minorities are more likely to vote for members of their own ethnic or racial group in the United States 3 and in proportional representation systems that allow preference voting. 4 While there is also evidence that candidate ethnicity affects voting in British elections, with one exception 5 this evidence has thus far been based on aggregate data or qualitative reports. There are also some interesting questions about the effects of candidate ethnicity that arise from the British context that can only now be addressed with high-quality individual-level survey data from the 2010 Ethnic Minority British Election Study. This article considers whether white British voters are more reluctant to vote for non-white candidates, and whether ethnic minority voters are more inclined to support non-white candidates, perhaps especially those from the same ethnic group.White British people perceive different minority groups differently, and Muslims receive among the most hostile reactions. 6 The terrorist attacks of