The UK government has spent over £2.3 million of taxpayer money on influencer marketing since the last election, according to official figures. Eleven government departments and public bodies have engaged online content creators and agencies to promote policies and initiatives. This spending has drawn criticism from opposition parties, who accuse the government of paying for favorable coverage.

High-profile campaigns have included model Daisy Lowe advertising heat pumps and reality television personality Gemma Collins discussing vocational education. Ministers defend the strategy, stating that social media engagement is crucial in the current media landscape to reach the public.

However, Shadow Cabinet Office minister Mike Wood stated, "The Government is spending hundreds of thousands of pounds of taxpayers’ money on influencers in a feeble attempt to cover for its failures. It is becoming increasingly clear that if Labour want praise, they must pay for it."

The Department for Education has been a significant spender, allocating £119,300 in 2024/25 and £589,671 the following year for influencer marketing. It utilized 57 different influencers last year for paid partnerships, public relations, and content creation to promote teacher training, nursery careers, and skills training. Reform UK's Suella Braverman criticized this spending, noting ongoing issues with teacher numbers and special educational needs, stating, "The Department for Education should be ashamed of itself."

HM Revenue & Customs spent £591,200 on social media influencer activity between July 2024 and August of the current year, reporting due diligence on 44 influencers. The Cabinet Office had spent £365,331 as of February this year, employing 22 influencers to raise awareness about government schemes and promote the UK internationally.

Other departments have also contributed to the spending. The Department for Transport spent £302,873.83, the Department for Work and Pensions £212,425, and the Ministry of Justice £206,140.

Transport Minister Justin Madders defended the government's approach, asserting that the current media environment necessitates engaging with the public on platforms they use and trust. "Content Creators are paid fairly for their services, time and expertise in content creation," Madders said. "Their work reaches people directly on the channels they use daily. Without targeted campaigns, millions of citizens would miss out on services, rights, and support to which they are entitled."

The figures were obtained by the Conservative Party through parliamentary written questions and reported by Sky News.