Question to the Department for Business and Trade:

To ask the Secretary of State for Business and Trade, pursuant to the answer of 7 November 2025, to Question 86249, on Department for Business and Trade: Social Media, if he will name the specific social media influencers who were commissioned by the department to undertake paid advertising for the department for the National Minimum and Living Wage campaign.

Influencer marketing is a credible promotional channel, which is considered for government advertising campaigns and can be an effective way to reach audiences that the Government and traditional marketing channels find hard to reach.

The activity aimed to raise awareness of the new National Minimum and Living Wage rates to ensure audiences such as young people, part-time female workers, ethnic minorities and disabled groups are paid correctly.

Six influencers were used as part of the Department for Business and Trade’s 2025 National Minimum and Living Wage campaign. They were:

• Bella Roberts
• Krishnan Kara
• Noah Brierley
• Rotimi Merriman-Johnson (Mr MoneyJar)
• Beth Fuller
• Jasmin Shum