A vocal supporter of David Cameron's campaign for the leadership of the Conservative Party, Ellwood was appointed to the Opposition Whips Office in December 2005. In the July 2007 reshuffle, Cameron promoted Ellwood to his frontbench team as Shadow Minister for Culture, Media and Sport, with specific responsibilities for gambling, licensing and tourism. Ellwood has since stated that these responsibilities are also of specific interest to his Bournemouth constituents, a town of seaside tourism, numerous bars and nightclubs, and the site of a proposed casino development. He was criticised in the press after reportedly describing Liverpudlian landlords taking over pubs in his constituency as "criminals" in 2009. Ellwood said the comments had been taken out of context.