The government has spent £2.3 million on influencer marketing since the election, according to figures cited by outlets covering the issue. The spending involves payments to “content creators” and associated agencies, with activity carried out by multiple government entities.
The reports say 11 Whitehall departments and major public bodies are included in the totals. The figures cover spending on promotional work through online influencers, though the outlets differ in how they characterize the purpose of the payments. Some coverage frames it as targeted outreach, while other coverage highlights criticism that such spending could be used to shape public opinion.
The outlets agree on the headline figure and the breadth of participating departments, but the tone and emphasis vary, with some articles focusing on accountability concerns. Overall, the reporting centers on published official data about how public funds are used for online marketing and communications.
