Government Allocates Nearly £115,000 to Influencer Marketing in Under a Year
In a striking revelation, the government has disbursed approximately £115,000 on influencer marketing within a span of less than a year, raising eyebrows regarding its commitment to curtailing superfluous expenditures.
The Conservative Party criticized this expenditure, asserting that it undermines the Labor Party’s promises of fiscal prudence. Cabinet Office minister Nick Thomas-Symonds elaborated that these funds have bolstered “multiple campaigns” since the establishment of a novel government communications unit at the onset of this year.
This discussion unfolded shortly after the Prime Minister hosted a gathering for online content creators during the summer, with Downing Street praising the “content creators shaping Britain.”
In reply to a written inquiry from shadow minister Mike Wood, Thomas-Symonds reported that the “overall expenditure on digital influencer marketing by the New Media Unit since its inception amounts to £114,769.51.”
He further stated: “This investment has facilitated various campaigns that differ in scale and impact. Influencers have proven adept at reaching demographics that traditional marketing channels struggle to engage.”
The unit’s formation was initially reported in November 2024, although it is believed to have been operational since January 2025.
When pressed for specifics on individual campaign expenditures or the influencers involved, the Cabinet Office refrained from providing additional information.
Mr. Wood chastised the allocation as a “bung to influencers,” labeling it a betrayal of the government’s commitment to “decisive action” against wasteful communication expenditures.
In comments to The Independent, he asserted, “This £114,769.51 allocation to enhancers of a widely unpopular government constitutes another affront to taxpayers, particularly as Rachel Reeves prepares to unveil further tax increases.”
“Only the Conservatives propose tangible strategies to mitigate governmental waste by curtailing civil service staffing, ensuring that taxpayers receive true value for their contributions.”
A spokesperson from the Cabinet Office defended the decision by stating, “In an evolving media landscape, it is essential that the government collaborates with creators, influencers, and smaller platforms to effectively convey our narrative in conjunction with traditional media.”
In anticipation of the forthcoming spending review earlier this year, Chancellor Rachel Reeves vowed to adopt an “iron fist against waste.”
The New Media Unit operates as a segment of the governmental Communications Service (GCS), which describes its mission as “supporting ministers’ priorities, enhancing the effective delivery of public services, and improving citizens’ lives.”
A job posting for a position within the media unit highlighted its objective to “connect and rekindle trust with audiences in the most efficient manner.”
In July, it was announced that former Sun editor David Dinsmore would assume the role of head of the GCS.
Source link: Inkl.com.
