More than £2m spent by government on influencers since July 2024

Government departments have disclosed that they have spent at least £2.4m working with social media influencers since July 2024.

Departments have used influencers to promote campaigns on topics including career development, how to access benefits, as well as recruitment of teachers and prison officers.

Of those providing figures, the Department for Education (DfE) has spent the most at more than £700,000, followed by HMRC, which has spent nearly £600,000, although this excludes agency fees.

Departments said using influencers helped the government to reach people who may be harder to engage through traditional channels, with content creators paid fairly for their time and expertise.

They also stressed that all paid marketing campaigns were assessed to ensure they deliver value for money.

However, Conservative shadow Cabinet Office minister Mike Wood said: "The government is spending hundreds of thousands of pounds of taxpayers' money on influencers in a feeble attempt to cover for its failures.

"It is becoming increasingly clear that if Labour want praise, they must pay for it."

The figures - which primarily cover the period when Sir Keir Starmer was prime minister - were revealed in responses to parliamentary questions submitted by the Conservatives and first reported by the Politics At Sam And Anne's podcast , external .