"More than half a million pounds has been spent since 2024 on using social media influencers to promote UK government campaigns on subjects ranging from the environment to welfare. The spending has included hiring 215 influencers since 2024, of which there were 126 in 2025 an increase on the 89 hired in 2024 and is seen as an attempt to use platforms such as TikTok to reach younger people."
"Among the branches of government that provided figures after a freedom of information request, the largest amount of spending was by the Department for Education, which spent 350,000 since 2024. It used 53 influencers this year, compared with 26 in the previous one. The Home Office, Ministry of Justice, Ministry of Defence, and the Department for Work and Pensions (DWP) were among the departments using the most paid-for social media influencers to promote their work since 2024."
"The government has faced criticism from journalists after sweeping changes to Downing Street's press lobby system. Earlier this month, Tim Allan, Downing Street's executive director of communications, said the number of daily lobby briefings would halve in the new year. The afternoon lobby briefing in which journalists can ask as many questions as they want on any topic is being cut entirely, and the morning meeting will sometimes be replaced by a press conference open to specialist journalists and social media content creators."
"Personalities familiar to younger audiences are increasingly being courted by ministers. During the Cop30 climate summit in Brazil, the scientist Simon Clark broadcast his FaceTime call with Starmer to his 73,000 followers on Instagram. The campaigner Anna Whitehouse otherwise known as Mother Pukka posted clips of her conversation with Bridget Phillipson about the failings of the English childcare system to 444,000 followers in July,"
Since 2024, more than half a million pounds has been spent on paid social media influencers across UK government campaigns covering topics from the environment to welfare. A total of 215 influencers have been hired since 2024, with 126 engaged in 2025 compared with 89 in 2024. The Department for Education reported the largest spend at 350,000 since 2024 and increased use of influencers from 26 to 53. The Home Office, Ministry of Justice, Ministry of Defence and DWP are also among frequent users. Changes to Downing Street's lobby briefings and outreach to personalities popular with younger audiences have prompted criticism over media access and scrutiny.
Read at www.theguardian.com
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