Government spends £115,000 on ‘influencer marketing’ in less than a year
The government has allocated nearly £115,000 for “influencer marketing” in less than a year, despite promises to cut wasteful spending.
The Conservatives said the spending was a “mockery” of Labor’s promise after Cabinet Minister Nick Thomas-Symonds said the cash had supported “multiple campaigns” since a new government communications unit was set up earlier this year.
It comes after the prime minister hosted a reception for online content creators over the summer and Downing Street saluted the “content creators who are shaping Britain”.
as a response written question from shadow minister Mike Wood Mr Thomas-Symonds said: “The total amount spent by the New Media Unit on digital influencer marketing since its establishment is £114,769.51.”
He continued: “This investment has supported multiple campaigns of varying scale and reach.
“Influencers have proven effective in reaching audiences that traditional marketing channels struggle to reach.”
The existence of the unit was first reported in November 2024, but it appears to have been operational since January 2025.
When asked explicitly how much money was spent on specific campaigns or which influencers received money, the Cabinet Office refused to go into further detail.
Mr Wood, the shadow cabinet minister, described the money as “a plug for influential people”.
he said Independent: “This makes a mockery of the government’s promise to take ‘decisive action’ to reduce wasteful spending on government communications.
“This £114,796.51 tax on influencers to support this deeply unpopular government is yet another slap in the face to taxpayers just as Rachel Reeves prepares to announce more tax grabs.
“Only the Conservatives have a plan to tackle government waste by reducing public service headcount and ensuring taxpayers get value for money.”
A Cabinet Office source said: Independent “In a 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 vowed to use an “iron fist against waste”.
The New Media Unit is part of the government’s Communications Service (GCS), which describes itself as “supporting ministers’ priorities, ensuring public services operate effectively and improving people’s lives”.
The unit wants to “connect with audiences and rebuild trust in the most effective way possible,” according to a job posting posted earlier this year for a position in the media unit.
In July it was announced that former Sun editor David Dinsmore would be appointed as the new chairman of GCS.
