The Department for Education (DfE) has come under fire for a controversial advertisement featuring reality TV star Gemma Collins. The 18-second clip, shared on the DfE's official social media account, shows Collins outside the Westminster building before entering and meeting Education Minister Bridgit Phillipson.
In the video, Collins declares she has been enlisted to 'help sort things out' without specifying what those things are. The advert concludes with Phillipson inviting Collins into her office for a chat. However, the campaign quickly drew widespread criticism from the public and education professionals.
Public Outcry
Many social media users expressed disbelief at the choice of spokesperson. One user commented, 'No shade to Gemma Collins but the DFE have not read the room here. Listen to your teachers, students and parents who are crying out for change.' Another added, 'I love the GC, but I really feel there’s so many other people, with much more experience in education that you could’ve spoken to.'
Questions were also raised about the cost of the campaign. One user wrote, 'How much did this cost the DfE? And the taxpayer? You spent £204,000 on influencers in 7 months in 2025… what do the children in our schools have to show for it?' Others labeled the ad as 'performative', 'tone-deaf', 'pathetic', and even 'disgraceful'.
Gemma Collins Responds
Collins responded to the backlash on social media, writing, 'I see all your comments I’m going to change everything and help Everyone please do not worry ❤️.' However, critics fired back, with one stating, 'This is NOT a time for joking around. I think this is really going to backfire.'
Collins, 45, rose to fame on The Only Way is Essex and has appeared on other reality shows such as I'm A Celebrity...Get Me Out of Here!, Celebrity Big Brother, Celebs Go Dating, and Dancing on Ice. She attended Frances Bardsley Academy for Girls and later Sylvia Young Theatre School, but left school at 16 with a G in GCSE Maths. She once admitted, 'I remember sitting in the exam room for my maths GCSE and thinking, “I’m going to be famous, I don’t need maths.”' After a brief stint in a media studies course, she worked in admin jobs before her TV career took off.
Metro has contacted the Department for Education and representatives for Gemma Collins for comment.
