Figures from FoI request show increase in ministerial use of social media personalities to present campaigns

More than half a million pounds has been spent since 2024 on using social media influencers to promote UK government campaigns on subjects ranging from the environment to welfare.

The spending has included hiring 215 influencers since 2024, of which there were 126 in 2025 – an increase on the 89 hired in 2024 – and is seen as an attempt to use platforms such as TikTok to reach younger people.