In an interview with "The Independent" in March 2012, Armstrong spoke of his support for the Countryside Alliance, saying "I'd like people to be honest about what they don't like about country sports, because if it's actually the people you don't like then I'd much rather they would actually just say that." He has appeared in their advertisements and magazine to promote countryside shooting. He said that his family had traditionally voted for the Liberal Democrats. Armstrong described himself as a "floating voter", stating "I'm not greatly impressed by party politics but I am by individual people. I'm a centrist, and very suspicious of any tribalism."