Politics

DWP: Tories blow £225,458 on 'misleading' adverts praising Universal Credit


Tory ministers have spent £225,000 of taxpayers’ money on “misleading” adverts singing the praises of Universal Credit.

Ministers admitted the sum weeks after a probe was launched by the advertising watchdog.

The Department for Work and Pensions ran nine weekly ‘advertorials’ in the Metro newspaper in May, to combat “negativity and scaremongering” about the flagship six-in-one benefit.

But the Disability Benefits Consortium, of 80 charities, claimed the adverts were “deliberately misleading” and contained “obvious exaggerations”.

The Advertising Standards Authority launched a formal investigation on July 5 after 43 complaints. The DWP denies the adverts are misleading.

After a string of requests by MPs, DWP minister Will Quince confirmed: “The final cost of the partnership was £225,458.

“This covered a 9-week campaign, spanning online and print channels.

“It also included an online ‘hub’ where readers were directed for further important information on the key features and benefits of UC.

A DWP source said the going rate for such a campaign would have been almost £1million.

The DWP paid for nine weekly ‘advertorials’ in the Metro newspaper in May

 

They added: “The department, as it always does, negotiated to get the best possible value for the taxpayer.”

But Frank Field, chairman of the Commons work and Pensions Committee, said: “Why doesn’t the Department concentrate on trying to get Universal Credit right?

“If it was so wonderful, you wouldn’t have to advertise it.”

Labour’s Jo Stevens, one of the MPs who requested the information, said: “This is typical of the Tories.

“Wasting money on an ad campaign to mask the truth about their failed system instead of taking any responsibility for their failures and putting them right.

“This money would have been much better used going towards ending the five week wait for payment that’s forcing vulnerable people into foodbanks.”

SNP welfare spokesman Neil Gray said: “Instead of spending hundreds of thousands of pounds trying to tell everyone everything is ok, they should be facing the reality of rising in work poverty, increases foodbank use and rising housing debt – all down to the failures of Universal Credit.

 

The DWP claimed the ads were to counteract myths surrounding UC

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“Ministers need to get a grip, stop the five week wait, stop the two child policy, restore work allowances and stop the benefits freeze.

“No PR campaign can fix the way people are being impoverished by Universal Credit as it stands.”

One DWP advert said it’s a “myth” Universal Credit “doesn’t work”, adding: “It does.”

But the 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 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.”

A DWP spokeswoman said: “Universal Credit has rolled out to more than 2 million people so far and these numbers are continuing to grow.

“It is absolutely vital people know about the benefits available to them and to this end it is right and responsible that we regularly advertise Universal Credit.”





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