The Ministry of Justice has revealed that people who actively use social media to promote products and boost their profile have been paid for government campaigns – but refuses to disclose their identities for ‘commercial’ reasons.
Justice minister Jake Richards confirmed in a written response to shadow justice secretary Nick Timothy that the department works with influencers and content creators to reach audiences less likely to engage with traditional government channels and, when possible, on a low or no-cost basis.
Richards said: ‘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. This can often provide a more effective and cost-efficient way of reaching audiences than traditional advertising.’
Timothy had asked which influencers and content creators were paid by the MoJ to support campaigns. However, Richards said disclosure of their identities ‘would be likely to prejudice its commercial interests’.
‘The department works with content creators on a campaign-by-campaign basis, with arrangements varying depending on campaign objectives, audience, content requirements and commercial terms. 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,’ Richards added.
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