Government spent Over £114,000 on Influencer Marketing in Under a Year, Records Show
LONDON – The UK government has spent £114,769.51 on “digital influencer marketing” as the establishment of a new government communications unit in January 2025, according to a response to a parliamentary question. The expenditure, revealed in an answer to shadow minister Mike Wood, has drawn criticism from the Conservative party who claim it contradicts pledges to reduce wasteful government spending.
The spending comes after Prime Minister Rishi Sunak hosted a reception for online content creators this summer, with Downing street praising the ”content creators shaping Britain.”
Cabinet Office minister Nick Thomas-Symonds defended the expenditure, stating the investment has supported “multiple campaigns of varying scale and reach.” He argued that “influencers have proven to be effective in reaching audiences that traditional marketing channels find hard to reach.”
However, the Cabinet Office declined to provide details on specific campaigns funded or which influencers received payments.
Shadow cabinet office minister Mike Wood condemned the spending as a “bung to influencers,” stating,”This makes a mockery of the government’s pledge to take ’decisive action’ to reduce wasteful spending on government communications.” He further criticized the expenditure as “another slap in the face for taxpayers” as Chancellor Rachel Reeves prepares to announce tax increases.
A Cabinet Office source emphasized the importance of engaging with “creators, influencers and smaller platforms” in a changing media landscape to “tell our story alongside traditional media.”
The New Media Unit, part of the Government Communications service (GCS), was first reported in November 2024. The GCS states its purpose is to “supporting ministers’ priorities,enabling effective operation of public services and improving people’s lives.” A job advertisement for the unit highlighted a goal to “connect and rebuild trust with audiences in the most effective way possible.”
The appointment of former Sun editor David Dinsmore as the new head of the GCS was announced in July.
