Labour criticised over £1m spend on social media influencers

By the Editorial Team · Sunday, September 20, 2026

The UK government spent over £1 million on social media influencers across three departments to promote public campaigns on education, road safety, and justice. Critics argue this use of taxpayer money prioritizes online image over substantive results, while officials claim influencer marketing effectively targets key audiences with important messages.

The UK government has come under scrutiny for spending over £1 million on social media influencers and content creators across three departments as part of efforts to engage with the public through digital platforms.

Between July 2024 and the 2025-2026 fiscal year, the Department for Education, Department for Transport, and Ministry of Justice collectively spent £1,098,685 on influencer marketing. The Department for Education accounted for the largest share, with £589,671 used to support campaigns aimed at recruiting teachers and early-years professionals, as well as informing parents about childcare and cost-of-living support. The Department for Transport spent £302,874 on initiatives including the THINK! road safety campaign targeting young men aged 17 to 24, a demographic statistically more prone to serious road accidents. The Ministry of Justice’s expenditure reached £206,140 during the same period.

Opposition voices criticized the government’s use of public funds on influencer marketing. Shadow Cabinet Office minister Mike Wood described the spending as an attempt to mask government shortcomings through paid praise on social media. Wood argued that serious governance should prioritize tangible results over online promotion. William Yarwood, a representative of the TaxPayers’ Alliance, characterized the spending as taxpayer-funded public relations for government departments.

Department spokespeople defended the investments, emphasizing the effectiveness of influencer marketing in delivering important messages to specific audiences. The Department for Transport highlighted its collaboration with content creators ArthurTV and Chip for campaigns such as the Christmas drink-driving prevention push, alongside partnerships with digital publisher LADBible to address speeding. One campaign featured a video showing a young man forced to drive a small children’s toy truck after losing his driving license, designed to raise awareness of the consequences of reckless driving.

Representatives from the Department for Education said influencer marketing offered a cost-efficient means of reaching audiences compared to traditional methods, focusing on campaigns that address pressing societal needs. Justice minister Jake Richards underlined the government’s responsibility to communicate through trusted channels to ensure all citizens can access public services and information effectively.

The debate over the use of social media influencers as a government communication tool highlights the balancing act between embracing modern outreach strategies and responding to public concerns about the allocation of taxpayer resources.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.