A Big Brother Watch investigation revealed that the Government spent more than £650,000 of taxpayers’ money on digital ID adverts during a cost-of-living crisis. Meanwhile, public support dropped from 53% in 2024 to 31% in late 2025.
Jack Coulson, Head of Advocacy at Big Brother Watch said:
“Discovering they have spent nearly three-quarters of a million pounds on ads to promote the deeply unpopular digital ID agenda will rightly annoy many.”