Revenue and Customs and Valuation Office Agency: Social Media
The question
To ask the Chancellor of the Exchequer, how much (a) the Valuation Office Agency and (b) HMRC has spent on social media influencers since July 2024.
Answered by Treasury
The Valuation Office Agency has not spent any money on social media influencers since July 2024
From July 2024 to the end of August 2026, HMRC spent £591,200 on social media influencer activity, excluding agency fees. HMRC works with Pablo, part of Unlimited Group (now Accenture Song), as its specialist agency to support engagement with social media influencers. Social media influencers help HMRC reach audiences with clear and accessible information through authentic and trusted voices, including communities that can be harder to reach through traditional communication channels.
The agency identifies, contracts and manages influencers on HMRC's behalf based on campaign objectives and audience requirements. HMRC and its agency carry out due diligence on potential influencers, and HMRC approves creators before they are used in campaign activity
All paid marketing campaigns are assessed through the Government Communication Service's assurance process to ensure they deliver value for money and support efficient public service delivery.
Verbatim has judged this answer against the question that was actually asked — answered, partly answered, or evaded. Sign in to see the verdict →