The United Kingdom's Ministry of Justice has spent £176,000 on social media influencers since the Labour party assumed power, according to reports. These "content creators" were reportedly paid with taxpayer money to promote government policies, including measures described as "soft justice."
Conservative lawmakers have criticized Justice Secretary David Lammy, alleging he is "paying for good publicity" while the country faces early criminal releases and a growing backlog in Crown court cases. Justice Minister Jake Richards confirmed that approximately £176,140 was allocated for "influencer activity" aimed at "work[ing] with content creators who can help us achieve our communications objectives."
Richards stated that influencers, with their broad reach and established audience trust, can be a "cost-effective and impactful communications channel" for reaching specific demographics in support of departmental priorities. Topics promoted by these influencers included "community sentencing."
Labour has implemented legislation expected to result in tens of thousands of offenders avoiding prison sentences. Additionally, a program initiated in autumn 2024 has already led to the early release of over 60,000 individuals.
Other initiatives promoted through these paid partnerships included recruitment campaigns for the prison, probation, and magistracy services, as well as public information efforts designed to inform citizens about their rights. Shadow Justice Secretary Nick Timothy commented that Lammy's record as Justice Secretary necessitates paid promotion, stating, "From restricting jury trials, to releasing rapists early, to locking up fewer criminals, Labour have utterly wrecked our justice system." Timothy suggested the funds would be better allocated to courts and prisons rather than social media influencers.
The Ministry of Justice has not disclosed the specific influencers who received payment. However, several content creators have recently published interviews with Justice Secretary David Lammy regarding his policy initiatives. A ministry spokesperson clarified that no payments were made for these interviews with Lammy or any other minister.
Examples of content creators who have engaged with the ministry include Freddie Fraser, a contestant on the BBC show "The Traitors," who discussed judicial diversity with Lammy in a June 4 Instagram video. Another creator, Georgie Mitchell, who focuses on wedding planning, asked Lammy about recent wedding law reforms in an Instagram reel. Mitchell shared an image of a message received from the Ministry of Justice's digital team via Instagram's business chat function.
A Ministry of Justice spokesperson emphasized that the department works with influencers to reach audiences who increasingly rely on social media for information, viewing it as a potentially cost-effective alternative to traditional advertising. The spokesperson added that such activities are often conducted at "little or no cost," with all expenditures focused on improving the justice system, supporting staff recruitment, or ensuring victims are aware of their rights. The ministry stated that none of the funds were used to pay influencers for creating content featuring ministers.