Michael Howard has set out 16 key principles that will guide his leadership of the Conservatives.

The new Tory chief echoed former American president John F Kennedy in a series of one line statements all beginning with the phrase "I believe".

Among them were the phrases "I believe that the people should be big [and] that the state should be small" and "I do not believe that one person's poverty is caused by another's wealth" in what critics immediately branded a return to a Thatcherite agenda.

But Howard also pledges his commitment to "equality of opportunity" as well as slamming the "nanny state" and "over-governance" of Labour.

The Conservative leader's words were unveiled in a two page advertisement in Friday's Times newspaper and will also be sent via email to party activists and potential supporters.

Howard said he has launched the initiative, thought to be the brainchild of advertising guru and party chairman Lord Saatchi, in order to increase public understanding of his policy positions.

"The Conservative Party is at its strongest when it offers positive and fresh thinking," he said. "I am ambitious for Britain and want to apply Conservative values to today's challenges.

"Our policies will be built on coherent principles. I want people to understand the set of beliefs which brought me into politics.

"These beliefs are distinct from those which motivate politicians from other parties. I believe they are far more likely to provide the answers to the challenges we face. They really will make it possible to improve people's lives."

Labour Party chairman Ian McCartney said the stunt showed Howard was "stuck in a failed Tory past" and that "Thatcherism is safe in his hands".

"Like Mrs Thatcher before him, he clearly still believes that there is no such thing as society," he said.

• I believe it is natural for men and women to want health, wealth and happiness for their families and themselves.

• I believe it is the duty of every politician to serve the people by removing the obstacles in the way of these ambitions.

• I believe people are most likely to be happy when they are masters of their own lives, when they are not nannied or over-governed.

• I believe that the people should be big. That the state should be small.

• I believe red tape, bureaucracy, regulations, inspectorates, commissions, quangos, 'czars', 'units' and 'targets' came to help and protect us, but now we need protection from them. Armies of interferers don't contribute to human happiness.

• I believe that people must have every opportunity to fulfil their potential.

• I believe there is no freedom without responsibility. It is our duty to look after those who cannot help themselves.

• I believe in equality of opportunity. Injustice makes us angry.

• I believe every parent wants their child to have a better education than they had.

• I believe every child wants security for their parents in their old age.

• I do not believe that one person's poverty is caused by another's wealth.

• I do not believe that one person's ignorance is caused by another's knowledge and education.

• I do not believe that one person's sickness is made worse by another's health.

• I believe the British people are only happy when they are free.

• I believe that Britain should defend her freedom at any time, against all comers, however mighty.

• I believe that by good fortune, hard work, natural talent and rich diversity, these islands are home to a great people with a noble past and exciting future. I am happy to be their servant.