Government spends £115,000 on ‘influencer marketing’ in less than a year

Despite promises to cut waste, the government has spent almost £115,000 on “influencer marketing” in less than a year.

traditionalist Said that this expenditure “makes a joke” LaborThe pledge came after Cabinet Office minister Nick Thomas-Symonds said the cash had supported “a number of campaigns” since the creation of a new government communications unit earlier this year.

it comes after Prime Minister It hosted a reception for online content creators in the summer, and Downing Street praised “the content creators who shape Britain”.

In response to a Written question to shadow minister Mike Wood, Mr Thomas-Symonds said that “the total amount spent on digital influencer marketing by the New Media Unit since its inception is £114,769.51.”

He added: “This investment has supported a number of campaigns of varying scale and reach.

,influencer “Have proven effective in reaching audiences that traditional marketing channels find difficult to reach.”

The existence of the unit was first reported in November 2024, but it is understood to have been operational since January 2025.

The Cabinet Office declined to go into further detail, while explicitly emphasizing how much money was spent on specific campaigns, or which influential people received money.

Mr Wood, the Shadow Cabinet Office minister, described the money as “money given to influential people”.

he told Independent: “This makes a mockery of the government’s pledge to take ‘decisive action’ to reduce wasteful spending on government communications.

“The shock of £114,796.51 given to influential people to promote this deeply unpopular government is another slap in the face to taxpayers, just as Rachel Reeves prepares to announce more tax breaks.

“Only the Conservatives have a plan to tackle government waste by cutting the number of civil service workers, while ensuring that taxpayers get value for money.”

A source in the Cabinet Office said Independent That “in the changing media landscape it is really important that the government works with creators, influencers and smaller platforms to tell our story alongside traditional media”.

Ahead of the spending review earlier this year, Chancellor Rachel Reeves pledged to “take a tough stance against waste”.

The New Media Unit is part of the Government Communications Service (GCS), which describes itself as “supporting ministers’ priorities, enabling the effective running of public services and improving people’s lives”.

According to a job advertisement posted for a position in the media unit earlier this year, the unit wants to “engage and rebuild trust with audiences in the most effective way.”

It was announced in July Former Sun editor David Dinsmore to be appointed new head of GCS,