Parents have criticized a series of Department for Education videos featuring television personality Gemma Collins as “tone-deaf,” amid questions about her qualifications and the content’s relevance. The videos, released earlier this month, depict the former reality star, 45, engaging in discussions about learning with Education Secretary Bridget Phillipson at a government office.

In one segment, Collins references King Richard III, commenting that “not many youngsters would know who he is today,” before advising students to focus on their studies as they prepare for their future careers. Collins left school at age 16 with a single GCSE qualification—a grade G in mathematics.

The videos have drawn mockery and disapproval from some parents online. Comments ranged from sarcastic praise of Collins’s advice to “just concentrate” to critiques labeling the initiative as out of touch. One parent questioned the choice of presenter by jokingly asking if a similar collaboration would soon involve another reality personality visiting the Ministry of Defence. Another described the campaign as “tone-deaf,” reflecting broader concerns about the messaging and choice of figurehead.

The Department for Education emphasized that Collins was not compensated for her participation in the videos. The campaign comes as the government prepares to introduce new “V levels,” vocational qualifications intended to be equivalent to A levels but focused on practical skills and career readiness.

While the DfE appears to be aiming to promote education and learning, the involvement of Collins, who lacks traditional academic credentials, has sparked debate about the effectiveness and appropriateness of their communication strategy.