Department declines to identify content creators, citing commercial interests
The UK Ministry of Justice has confirmed that it uses paid influencers and content creators for some government campaigns but has declined to disclose their identities, saying publication could prejudice its commercial interests.
Justice minister Jake Richards confirmed the practice in a written response to shadow justice secretary Nick Timothy. Timothy had asked which influencers and content creators were paid by the ministry to support campaigns.
Richards said the Ministry of Justice works with a range of influencers and content creators to reach audiences who are less likely to engage with traditional government channels, the Law Society Gazette reported.
Where possible, the department works with influencers and content creators on a low- or no-cost basis to secure maximum value for taxpayers.
“On occasion and in line with Government Communications Service best practice, we use paid influencers to help deliver campaigns covering key departmental priorities and operationally critical campaigns – for example in the recruitment of frontline staff,” Richards said.
He added that using paid influencers can often provide “a more effective and cost-efficient way of reaching audiences than traditional advertising.”
Richards said the ministry considers that disclosing the identities of individual influencers and content creators engaged to support campaigns would be likely to prejudice its commercial interests.
According to the response, the department works with content creators on a campaign-by-campaign basis. Arrangements vary depending on campaign objectives, audience, content requirements and commercial terms. The terms of those arrangements therefore vary from one campaign to another, according to the ministry’s response.
Richards said disclosure could affect the department’s ability to negotiate favourable terms with creators.
“Disclosure of the identities of paid creators could undermine the department's ability to negotiate favourable terms, including securing pro bono or reduced-cost support where appropriate, thereby reducing its ability to achieve value for money for the taxpayer in future campaigns,” he said.
