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Direct action pledge after DWP pays tabloid to air-brush universal credit

Disabled activists are to target a tabloid newspaper with direct action after it signed an advertising deal with the Department for Work and Pensions (DWP) to promote its “toxic” universal credit benefit system.

A leaked DWP document – seen by Disability News Service (DNS) – shows the department has signed an agreement with the Metro free newspaper series to publish a nine-week series of advertising features on universal credit (UC).

The adverts will, says the DWP memo, “myth-bust the common inaccuracies reported on UC” and “explain what UC is and how it works in reality”, as part of a series of measures being taken by the department across the country to promote UC.

It is believed the Metro – part of the same company as the Daily Mail – will begin running the advertising campaign on Friday 31 May.

The memo is thought to have been published on the DWP intranet on 2 May, and later passed to the Sheffield branch of Disabled People Against Cuts (DPAC).

Jennifer Jones, a founding member of Sheffield DPAC, said: “Obviously we were shocked upon reading it.

“It is irrefutable proof that there is a coordinated campaign to spread fake newspaper articles and pro-UC propaganda, despite the level of misery that people are suffering.

“Not only that, but the British public are being charged for the privilege.

“It is insulting but it is also unbelievably cruel to anybody who is suffering as a result of universal credit.”

She said the memo had arrived at a time when she and fellow activists had begun to notice posts praising UC suddenly appearing on Facebook pages set up to support claimants – among all the usual “misery and desperation” – while a string of flattering articles about UC began to appear in local newspapers.

DPAC’s national steering group said it was appalled at the idea of what will be a “misleading advertising campaign”.

It said UC had “robbed millions from women pensioners, disabled people, women and children all of whom have been pushed deeper and deeper into poverty, and despair”, with many “forced to resort to prostitution and crime in order to survive”. 

DPAC has now called on its supporters to visit locations where the free paper is given away – such as train and tube stations – and “remove or otherwise prevent as many as possible” from being read from 31 May.

DPAC is also preparing a dossier of evidence about the DWP-Metro deal to pass to the advertising watchdog, and pledges to “make sure the Metro never want another DWP advert again”.

Jones said: “We refuse to be force-fed government propaganda, so we will put a stop to it ourselves.

“If they want us to be militant, we will be militant. We are not taking it anymore.”

Disabled activists have repeatedly warned that universal credit – which combines six income-related benefits into one – is “toxic” and “rotten to the core”, with “soaring” rates of sanctions and foodbank use in areas where it has been introduced, and repeated warnings about its impact on disabled people.

Last month, DNS reported how DWP had destroyed a damaging internal report about its failure to ensure the safety of claimants of UC and other benefits in jobcentres, preventing it being released under freedom of information laws.

Last November, DNS revealed how DWP had been forced to soften the “threatening” tone of the agreement that claimants of universal credit are forced to sign to receive their benefits, following a secret review into the death of a claimant.

The same month, the UN’s special rapporteur on extreme poverty and human rights, Professor Philip Alston, warned that universal credit could “wreak havoc” and had created a “digital barrier” that prevented many disabled people and other disadvantaged groups from accessing the support they were entitled to.

Earlier that month, Alston was told how a man with learning difficulties died a month after attempting to take his own life, following a move onto the “chaotic” universal credit system that left him hundreds of pounds in debt.

And last June, a report by the National Audit Office (NAO) said DWP was failing to support “vulnerable” claimants and was unable to monitor how they were being treated under universal credit.

This month’s leaked DWP memo was written by three senior civil servants, including Neil Couling, director general of the universal credit programme.

It complains about media “negativity and scaremongering” about UC – even though much of the most significant criticism has come from respected organisations such as the UN and the NAO – and brags about the “great work we do to transform the lives of millions of people for the better”.

The Metro coverage will begin with a “wraparound” advertising feature – which will likely include a fake front page praising UC – of four pages, written by DWP, that compare the “myths” with “the truth” about UC.

The Guardian, which broke the story of the campaign earlier this week, also revealed that a Metro national “cover wrap” costs £250,000 (PDF), although the full advertising campaign will cost many tens of thousands of pounds more.

The memo even admits that DWP will deliberately not be using its branding on the features, intentionally disguising their origin, which appears to be a breach of advertising guidelines.

The memo says the Metro advertising features will be part of a wider campaign “to tackle misconceptions and improve the reputation of UC”, which has already included work and pensions secretary Amber Rudd writing to every MP, and to journalists, asking them to “come and see for themselves the great work we do”.

The memo also mentions a new three-part BBC documentary, in which it says the broadcaster will “intelligently explore” UC by “spending time with our people who are instrumental in implementing it”.

The memo says the documentary, which will air this autumn, will be “a fantastic opportunity for us”.

But a separate document from the PCS union expresses concerns about the documentary and warns of potential penalties that might be imposed on staff who are critical of DWP when interviewed by the BBC.

A BBC press release on the documentary said it would “take a fresh look” at UC and “unearth the strengths and limitations of the new system to understand the impact and reality of Universal Credit today”.

It will include interviews with work coaches, Rudd, senior civil servants, claimants, local authorities, advice agencies and charities.

Asked about the memo and the Metro advertising campaign, DWP said it did not comment on leaked documents, but a spokesperson said: “It’s important people know about the benefits available to them, and we regularly advertise universal credit.

“All our advertising abides by the strict guidelines set by the Advertising Standards Authority.”

Metro had not responded to requests for a comment by noon today (Thursday).

News provided by John Pring at

Marketing Manager