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Departmental Advertising

Volume 498: debated on Monday 26 October 2009

To ask the Secretary of State for Work and Pensions how much her Department spent on advertising in each newspaper in the latest year for which figures are available. (289483)

Government policies and programmes affect the lives of millions of people and in order for them to have the desired effect they must be communicated effectively while representing value to the taxpayer. We want everyone to claim all the help they are entitled to.

The DWP provides services for over 20 million people, from helping the most vulnerable pensioners to getting people back to work and much of this Department's communications activity is aimed at raising awareness of these vital services and entitlements. Our communications also contribute to the Department's work to tackle benefit fraud.

The channels used for advertising in the media are firstly via the advertising and media buying roster of the Central Office of Information (COI) for campaign and editorial requirements, and, secondly, via local and national newspapers for recruitment and low value, low complexity adverts on behalf of DWP agencies.

The Department's spend on newspaper advertising for 2008-09 is as follows:

Spend on newspaper advertising for 2008-09

Total value (£ million)

Central Office of Information (COI)


DWP Direct Advertising



Costs given are for media spend only and exclude the cost of creative work, research, production of supporting materials or launch events.


1. Central Office of Information source—COI 28 September 2009

2. DWP direct advertising source—DWP Commercial Intelligence

We are not able to provide the breakdown of costs by publication as we use so many that we would incur disproportionate cost in trying to identify each individual publication listed in the spend data files.