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We paid influencers £500k to promote tax office's app
Sunday Express
|February 01, 2026
TAXPAYERS paid over half a million pounds to social media influencers to convince TikTok and Instagram users to download the tax office's app.
Charlie Dewhirst questioned use of public money to promote app
The You're On It campaign aimed to get younger people to use online and digital tax services for simple tasks, instead of calling or writing.
A TV ad featured a young pizza chef staying in control thanks to the HMRC app despite kitchen chaos including a yeti, pizza delivery man on a jet pack and a talking pizza.
This story is from the February 01, 2026 edition of Sunday Express.
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