Department for Business and Trade: Social Media
The question
To ask the Secretary of State for Business and Trade, pursuant to the answer of 29 January 2026, to Question 107051, on DBT: Social Media, if he will name any other specific social media influencers who have been commissioned by the department or its contractors to undertake paid advertising for the department for any other campaigns or programmes since July 2024, including their social media handles.
Answered by Kate Dearden
Apart from the 2025 National Minimum and Living Wage campaign, no other social media influencers have been commissioned by the Department or its contractors to undertake paid advertising for other campaigns or programmes since July 2024.
Influencer marketing is regarded as a credible promotional channel, which is considered for government advertising campaigns and can be an effective way to reach audiences that the Government and traditional marketing channels find hard to reach. The Department will look to draw on influencer marketing in future campaigns where this helps achieve campaign objectives.
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