Department for Education receive backlash over Gemma Collins videos

May 20, 2026 - 21:46

The Department for Education has come under fire for a series of videos featuring reality TV star Gemma Collins, which were created to promote post-16 education options. The education secretary has since stepped in to defend the campaign, arguing that it effectively reaches young people who might otherwise ignore traditional government messaging.

The videos, which star the former "The Only Way Is Essex" personality, aim to highlight alternatives to A-levels, including apprenticeships and technical qualifications. Critics, however, have slammed the choice of Collins as out of touch and frivolous. Some educators and parents argue that using a celebrity known for luxury lifestyle content undermines the seriousness of career decisions for teenagers. Others have pointed out that the videos lack clear information about the actual pathways available, focusing instead on Collins' exaggerated persona.

In response, the education secretary insisted that the campaign is designed to break through the noise on social media platforms where young people spend their time. "We need to meet teenagers where they are," the secretary said, adding that Gemma Collins has a proven track record of engaging younger audiences. The department also noted that the videos are part of a broader strategy that includes more traditional resources. Despite the backlash, the department has not indicated any plans to pull the videos, standing by the decision to use a high-profile personality to spark conversation about further education.