Charities have reported the government to the advertising watchdog over “deliberately misleading” promotions for Universal Credit.
The Disability Benefits Consortium, a coalition of more than 80 disability charities, lodged a formal complaint to the Advertising Standards Authority after ministers spent taxpayer cash on “busting myths” about the six-in-one benefit.
The weekly ‘advertorials’ in the Metro newspaper began in May and were signed off by the Department for Work and Pensions (DWP).
An internal DWP memo said the campaign would combat “negativity and scaremongering” that discourages people from accessing help.
However, the DBC’s complaint has claimed the adverts are “deliberately misleading” and contain “obvious exaggerations”.
One DWP advert said it’s a “myth” Universal Credit “doesn’t work”, adding: “It does.”
But the DBC complaint stated: “These statements omit the thousands of claimants universal credit does not ‘work for’ but instead has driven them into debt, rent arrears, foodbanks, and homelessness.”
Another segment said it’s a “myth” that “you have to wait 5 weeks to get any money on Universal Credit”, when Jobcentres can “urgently pay you an advance.”
But the DBC’s complaint said: “It is not clear that an advance must be paid back.
“The advert omits that these advances are taken out of future payments and have to be paid back over several months.”
Other alleged examples were given by the DBC.
Department for Work and Pensions (DWP) officials have previously refused to say what the campaign cost, instead saying a summary will be published in due course.
Anastasia Berry of the DBC and the MS Society, one of the charities making the complaint, said: “These adverts, masquerading as facts in a national newspaper, are seriously damaging.
“The DWP must stop messing around with its colourful – not to mention, expensive – PR operation and focus on what really matters, which is ending the five-week wait and reintroducing disability premiums cut from the system.
“Until then, it’s not going to convince anyone that Universal Credit is working for disabled people.”
A Department for Work and Pensions (DWP) spokesman said: “All our advertising is factual and designed to increase understanding of Universal Credit.
“We consulted the Advertising Standards Authority prior to launching the partnership and have reflected their advice.”
As part of its evidence the DBC quoted its own survey of 476 people, of which 395 received Universal Credit.
The survey claimed 70% of respondents struggled to pay for food while 35% went to food banks.
The DWP vehemently disputed the results of the survey, branding it “unscientific and unrepresentative”.
A spokesman said: “There is no proof that respondents to this survey have ever received Universal Credit.
“It’s likely that this unscientific and unrepresentative survey will only serve to discourage people from claiming the benefits they’re entitled to and it compares poorly to our survey of 6,000 people that shows 80% are satisfied with Universal Credit.”
