One thing really bothers me is that there were clearly some major-class false claims and promises in the pro-Brexit campaign which could have had a profound effect on the result.
That can be difficult to do.
It took hours, not days, for several prominent pro-Brexiters to whine "I didn't say that" when presented with the claims made by Brexiteers. They knew they were lies, and they chose not to correct the lies being made by their own campaign.
And if you want to see deceitful squirming w.r.t. "black" propaganda before the vote, have a look at the questioning and (lack of) answers in this Parliamentary committee where Dominic Cummings is questioned by Andrew Tyrie.
https://www.youtube.com/watch?feature=player_detailpage&v=fJjShkGCa4c#t=661
I came across one of those leaflets a few months ago, and I was taken in by it for a few minutes.
Please don't bring up the lies told by the other side: two wrongs don't make a right. One side isn't responsible for the claims made by the other - but they damn well ought to be responsible for what their own side says.
I'm disappointed that truthful/accurate information was generally NOT supplied to the electorate (politically).
For a referendum, it would be much better (in my opinion), if (politically) independent bodies could be funded, who report to the electorate, with reliable/truthful/accurate/un-biased facts/opinions, as to the referendum situation.
As it was the politicians put their own slants on the information, and news sources want to (typically) gain as many views/publicity as possible, so they tend to exaggerate and leave out less popular stuff.
The Scottish (exit the UK) referendum was similar, and I was very disappointed in the apparent lies and/or exaggerations etc of the leave the UK campaign.
If a business was trying to make a very important decision. They need/want to have reliable/accurate and un-biased information.
I'm disappointed that was not the case in the referendum, in many cases.
E.g. 350 Million pounds per week MORE for the NHS.
Obviously the money (much of which we get back anyway, would be spent elsewhere).