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As an ordinary citizen watching the state of our politics, it’s worrying to see ministers quietly handing over millions to influencers to polish the government’s image. The latest shows a worrying shift: central government cash being used to buy reach and favour online, rather than addressing the bread-and-butter issues people care about.
Keir Starmer’s team appears to be treating social media like a marketing exercise, paying creators to carry its message to inboxes and feeds. At the same time, regional figures such as Andy Burnham are making themselves the face of their own social campaigns, turning political office into a personal brand.
Sam Coates has a scoop on the true scale of the bill — and it’s a reminder that public money can be spent on persuasion instead of practical support for families quietly struggling with the cost of living.
Meanwhile, former Number 10 chief of staff Morgan McSweeny is launching a new thinktank intended to shape Downing Street thinking — and, worryingly, it looks set to operate with far less scrutiny than one would hope for such an influential body.
With energy bills set to surge toward £450 in January, ministers should be focused on helping households, not on hiring shiny online personalities to sell their policies. Britain needs honest public debate about priorities — and stronger oversight of how taxpayers’ money is used to influence opinion.
