The Department for Education (DfE) has defended its expenditure of over £700,000 on influencer marketing campaigns during the past two years. According to figures released in response to a parliamentary question, the department spent approximately £119,300 in the 2024-25 financial year, with spending rising to £589,671 in 2025-26.

The allocation of funds toward influencer adverts has drawn criticism from Conservative MPs, who argue that the level of spending raises concerns about the Education Secretary Bridget Phillipson’s priorities. Critics contend that such investments may not represent the most effective use of public money, particularly in the context of broader educational funding challenges.

In response, the DfE maintained that influencer marketing offers a means to engage directly with target audiences on platforms where they are most active. The department emphasized that this approach can be more cost-effective than traditional marketing strategies, allowing messages related to education initiatives to reach a wider and more relevant audience efficiently.

While traditional promotional activities such as print, broadcast, and direct advertising remain part of the department’s communications strategy, social media influencers have become an increasingly prominent channel due to their potential to connect with younger demographics and communities that might otherwise be difficult to reach.

The debate over the DfE’s influencer marketing expenditures reflects broader questions about how government departments should allocate limited resources in communications and outreach efforts, balancing cost, effectiveness, and public perception. The Education Secretary has not publicly commented on the specific spending figures.