Government spent £314k on Gogglebox campaign

Josh Hall's picture
by Josh Hall

The Department for Work and Pensions has been criticised for spending nearly £315,000 on a pensions advert featuring families from Gogglebox.

The DWP paid producers for a commercial starring families from the hti series encouraging viewers to save for retirement.

Labour politicians have criticised the move, the cost of which was revealed as part of a Freedom of Information request.

Shadow minister Laura Pidcock called the deal an “astonishing waste of taxpayers’ money.”

She continued: “Across the country families are struggling thanks to Universal Credit and the benefit freeze.

“They will rightly be fuming when they find out the Department for Work and Pensions are throwing away money like this, but it really does not surprise me at all.”

The government defended the cost of the commercial, saying it was part of a campaign to encourage pensions knowledge.

A spokesperson said: “It’s more important than ever that Britain’s workers learn about their pension options.

“Gogglebox reaches millions of people who feel a real connection with the families on their screens. This partnership was a unique opportunity to kick-start a national conversation about pensions in living rooms across the country.”

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