UK (Parliament Politics Magazine) – The UK government spent £115k on influencer marketing, with Tories accusing Labour of undermining its pledge to curb wasteful public spending.
As reported by The Independent, Britain spent almost £115,000 on influencer marketing in under 12 months, raising questions over its commitment to cut public spending.
Conservatives’ stance on Labour’s influencer marketing
Tory MPs slammed the £115,000 spent, calling it a ‘mockery’ of Labour’s promises.
Cabinet Office minister Nick Thomas-Symonds confirmed the funds had supported multiple campaigns since the government’s new communications unit launched earlier this year.
UK Prime Minister Sir Keir Starmer recently hosted a reception for digital creators, with Downing Street describing them as “creators shaping Britain.”
A photo from the event featuring the Prime Minister and content creators was shared by Downing Street with a caption,
“We are doing things differently. Tonight, we opened the doors of Number 10 to the content creators shaping Britain.”
Mr Thomas responded to a written question from shadow minister Mike Wood, confirming that the
“total amount spent on digital influencer marketing by the New Media Unit since its establishment is £114,769.51.”
He said,
“This investment has supported multiple campaigns of varying scale and reach.”
The cabinet minister added,
“Influencers have proven to be effective in reaching audiences that traditional marketing channels find hard to reach.”
The communications unit was first reported in November 2024, though sources say it has been active since January 2025.
When questioned about how much was spent on individual campaigns or which influencers received funds, the Cabinet Office refused to give further details.
Mr Wood labelled the money a “bung to influencers,” stating,
“This makes a mockery of the government’s pledge to take ‘decisive action’ to reduce wasteful spending on government communications.”
The shadow cabinet office minister said,
“This £114,796.51 bung to influencers to promote this deeply unpopular government is another slap in the face for taxpayers just as Rachel Reeves prepares to announce more tax grabs.”
He added,
“Only the Conservatives have a plan to tackle government waste by cutting the civil service headcount, ensuring taxpayers get value for money.”
A Cabinet Office source added,
“It is really important in a changing media landscape that the government works with creators, influencers and smaller platforms to tell our story alongside traditional media.”
A Number 10 source added,
“We’ve long known that we’ve got to go where people are. That means working more closely with creators, influencers and smaller platforms to tell our story alongside traditional media. This reception is the first of a kind, and will be a chance not just to show them the value of working with government, but to show them we’re serious.”
Chancellor Rachel Reeves pledged a tough stance on waste ahead of the spending review earlier this year.
Britain’s New Media Unit
The Government Communications Service includes the New Media Unit, which claims it is
“supporting ministers’ priorities, enabling effective operation of public services and improving people’s lives.”
A job advertisement for the media unit posted earlier this year states the team seeks to
“connect and rebuild trust with audiences in the most effective way possible.”
David Dinsmore, former editor of The Sun, was appointed head of the GCS in July.
Which Influencers participated in the Downing Street reception?
The Downing Street reception included the following influencers:
- Abi Foster
- Gabriel Nussbaum
- Alex Dragonetti
- Tatton Spiller
- Laura (lesswastelaura)
- Dr. Azmain Chowdhury
- Mrwhosetheboss
- Sorted Food
- Kit Brownnn
These influencers represented fields like personal finance, foreign affairs, animal welfare, and food. The goal of the event is to engage younger audiences on government policy through these creators’ platforms.
