# Labour accused of spending £2.3m on influencer marketing since election > UK government spent £2.3m on social media influencers to promote policies since election, critics say. - Title: Labour accused of spending £2.3m on influencer marketing… - Summary: UK government spent £2.3m on social media influencers to promote policies since election, critics say. Labour spent £2.3m on influencer marketing campaigns… - Keywords: labour, influencer marketing, government, department for education, whitehall, taxpayers, social media, policy promotion, election, news, entertainment, accused - Source: Dailymail — https://dailymail.com/news/article-16136441/Labour-accused-paying-praise-figures-reveal-Government-spent-2-3m-taxpayers-money-influencer.html?ito=1490&ns_campaign=1490&ns_mchannel=rss - Published: 2026-09-16T14:49:24+00:00 - Read time: 2 min - Topics: labour, influencer marketing, government, uk, department for education, whitehall, taxpayers, social media, policy promotion, election, news, entertainment ## 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. ## Key takeaway Labour spent £2.3m on influencer marketing campaigns since election, with Department for Education leading at £119,300.