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Government departments have revealed that since July 2024, they have collectively spent at least £2.4 million collaborating with social media influencers. These partnerships have been aimed at promoting government initiatives on a range of issues, including career development, benefit access, and recruitment efforts for teachers and prison officers.
Among the departments reporting their expenditure, the Department for Education (DfE) tops the list with over £700,000 spent, followed by HM Revenue and Customs (HMRC), which disclosed nearly £600,000 in spending, though this figure excludes agency fees. Officials from various departments emphasized that influencers are used to engage audiences who might be difficult to reach through traditional channels. They also highlighted that content creators involved in these campaigns are compensated fairly for their work and expertise, and that all paid marketing efforts undergo rigorous evaluation to ensure value for money.
Despite this, Conservative shadow Cabinet Office minister Mike Wood criticized the strategy, stating, “The government is spending hundreds of thousands of pounds of taxpayers’ money on influencers in a feeble attempt to cover for its failures.” He added, “It is becoming increasingly clear that if Labour want praise, they must pay for it.” The disclosure of these figures—mainly covering the period during which Sir Keir Starmer was prime minister—came in response to parliamentary questions raised by Conservative MPs and was initially reported on by the Politics At Sam And Anne’s podcast.
The use of influencers by government entities is not new. Previous Conservative administrations have also employed celebrities, bloggers, podcasters, and other social media creators in public campaigns. For instance, under Prime Minister Rishi Sunak, the Home Office engaged TikTok influencers to discourage people from making perilous Channel crossings in small boats. More recently, in 2025/26, the Department for Education engaged 57 influencers to promote various campaigns, such as advancing career prospects for young people, providing childcare advice to parents, and increasing teacher recruitment. Notably, personalities like Strictly Come Dancing’s Oti Mabuse and reality TV star Billie Shepherd supported the government’s Best Start in Life childcare campaign. Spending in these instances covered individual and agency fees as well as production costs.
HMRC has collaborated with 44 influencers, some involved in multiple projects, using their platforms to communicate tax-related information in a more accessible way and to counteract misinformation regarding tax guidance on social media. The Department for Work and Pensions, which has allocated over £200,000 to influencers since July 2024, has focused their influencer efforts on campaigns encouraging people to transition to Universal Credit and promoting career support advice. While these payments occurred during Labour’s tenure under Sir Keir Starmer, his successor, Andy Burnham, has maintained the use of influencers, employing social media personally through platforms like TikTok and Instagram to connect with the public.
Professor Andrew Chadwick, an expert in political communication at Loughborough University, remarked that the use of influencers “chimes with the change of direction since Burnham took over,” noting that such collaborations allow messages to reach audiences more directly and authentically. He sees influencers as valuable tools for educating the public on practical matters like tax filing or combating health misinformation, especially as younger generations increasingly turn away from traditional media such as newspapers and television. However, he also pointed out potential drawbacks, including risks to government credibility if influencer posts appear alongside controversial content. The unpredictability of public reaction—including negative comments that can undermine a campaign’s impact—presents an ongoing challenge.
Earlier this year, the Department for Education faced criticism over its partnership with reality TV star Gemma Collins to raise awareness about post-16 education. The department clarified that Collins was not paid for her involvement. Defending the collaboration, then-education secretary Bridget Phillipson argued that Collins reached audiences that politicians might not, suggesting that some objections were rooted in “snobbery.” Since 2023, the government has maintained guidelines for influencer marketing. According to the government’s influencer due diligence policy, departments must assess an influencer’s audience size and demographics, as well as review their past posts related to political issues that could potentially affect campaign effectiveness.
Some departments, including the Treasury and the Department for Environment, Food and Rural Affairs, reported no spending on influencers during this period. Others, such as the Home Office and Foreign Office, indicated that they do not centrally hold records of payments made to influencers
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