Government influencer spending

Official figures show 11 Whitehall departments and major public bodies paid £2.3m to online content creators since election.

“The Government is spending hundreds of thousands of pounds of taxpayers’ money on influencers in a feeble attempt to cover for its failures.”

High-profile campaigns

Labour used model Daisy Lowe to advertise heat pumps and reality TV star Gemma Collins to discuss vocational education.

Department for Education spending

Spent £119,300 in 2024-25, £589,671 next year, and £10,000 so far in current financial year on influencer marketing.

HMRC influencer activity

HM Revenue & Customs spent £591,200 on social media influencer activity between July 2024 and August 2025.

Cabinet Office spending

Spent £365,331 using 22 influencers to promote government schemes and international awareness.

Transport and Work spending

Department for Transport spent £302,873.83 and Department for Work and Pensions spent £212,425.

Ministers' response

Shadow Cabinet Office minister Mike Wood called the spending a 'feeble attempt to cover for its failures'.

“The Government is spending hundreds of thousands of pounds of taxpayers’ money on influencers in a feeble attempt to cover for its failures.”

Reform UK criticism

Suella Braverman accused Department for Education of being ashamed amid teacher shortages and youth unemployment.

Transport minister defense

Transport Minister Justin Madders said government must engage with public where they are in modern media landscape.

“Today’s media landscape is unrecognisable compared to even a decade ago, and the way the public receives information and communicates has changed drastically in this time.”

Influencer marketing claims

Ministers claim influencers reach people directly on channels they use daily for government services.

“Content creators are paid fairly for their services, time and expertise in content creation. Their work reaches people directly on the channels they use daily.”

Department for Education influencers

Used 57 different influencers last year to promote teacher training, nursery careers and skills development.

Gemma Collins not paid

Department for Education did not pay ex-TOWIE star Gemma Collins despite her visit to departmental headquarters.

Influencer marketing debate

Critics say spending on influencers is a feeble attempt to cover government failures, while ministers say it's necessary for modern outreach.

Total spending breakdown

Total spending: Department for Education £119,300, HMRC £591,200, Cabinet Office £365,331, Transport £302,873.83, Work and Pensions £212,425, Justice £206,140.

Key figures

11 Whitehall departments and major public bodies spent £2.3m on influencer marketing since election.

Public engagement claim

Ministers argue targeted campaigns ensure citizens access government services and support.

“The Government has a duty to engage with the public where they are, using channels and voices they trust to ensure all citizens can access government services, information and support.”