The Government has been accused of "paying for praise" after figures revealed that 11 Whitehall departments and public bodies have spent £2.3million of taxpayers' money on influencer marketing since Labour took office. Campaigns have included model Daisy Lowe promoting heat pumps and reality TV star Gemma Collins discussing vocational education, prompting criticism from the Conservatives and Reform UK that ministers are using public funds to burnish their image rather than address policy failures. Ministers argue the spending is necessary to reach the public through modern media channels rather than traditional outlets alone.

The Department for Education spent the most, totalling roughly £719,000 across the past two financial years and using 57 influencers to promote teacher training and skills schemes, though it did not pay Gemma Collins for her visit to meet the then Education Secretary. HM Revenue & Customs spent £591,200 using 44 influencers, while the Cabinet Office spent £365,331 on 22 influencers to promote government schemes internationally. Further sums were spent by the Department for Transport (£302,873.83), the Department for Work and Pensions (£212,425) and the Ministry of Justice (£206,140), with the figures obtained by the Conservatives via parliamentary questions.