The old parties had disappeared almost completely by this stage; anyone with reasonable hopes of achieving office called himself a 'Whig', although the term had lost most of its original meaning. While 'Tory' and 'Whig' were still used to refer to particular political leanings and tendencies, parties in the old sense were no longer relevant except in a small minority of constituencies, such as Oxfordshire, with most elections being fought on local issues and the holders of political power being determined by the shifting allegiance of factions and aristocratic families rather than the strength or popularity of any organised parties. A small group of members of parliament still considered themselves Tories, but they were almost totally irrelevant to practical politics and entirely excluded from holding public office.
The general election was held between 13 April 1754 and 20 May 1754.
At this period elections did not take place at the same time in every constituency. The returning officer in each county or parliamentary borough fixed the precise date (see hustings for details of the conduct of the elections).