Gemma Collins’ bizarre mash-up advert with the government sparks backlash

The Department for Education has been slammed for a ‘disgraceful’ ad starring Gemma Collins.

This week the government department – which is responsible for education, apprenticeships, child protection and child services in the UK – shared an advertisement featuring the former The Only Way is Essex star.

In the 18-second clip, the reality star declares she’s been enlisted to ‘help sort things out’ – but doesn’t clarify what those ‘things’ are, or exactly what she will be doing.

The video – shared on the DfE’s official account and which also tagged Education Minister Bridget Phillipson – sees Gemma turning around and revealing herself to the camera outside the Westminster building before making a peace sign while going up a lift.

It then cuts to her inside the department, asking: ‘Right. What are we doing to help the children?’

Phillipson then opens the door to her office and tells the star to ‘come in and have a chat’.

Soon after being released, the ad faced a barrage of criticism.

‘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. Who is creating these campaigns because they’ve missed the mark here big time,’ Naomi and Natalie commented.

‘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,’ Georgia shared.

‘No offence to Gemma Collins, I hope she really cares about the cause she’s attempting to promote here…but 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?’ Charlie wrote.

‘Here is a totally outside the box, what are you thinking, are you completely mad kind of idea but … how about speaking with people who are actually in education 🤯 crazy I know but just thinking there is a chance they might be able to make a meaningful contribution that is actually experience based…,’ Mrs P added.

Others called it ‘performative’, ‘tone-deaf’, ‘pathetic’ and even ‘disgraceful’.

Weighing in on the backlash, Gemma then commented, writing: ‘I see all your comments I’m going to change everything and help Everyone please do not worry ❤️’

However, many fired back, with one writing: ‘This is NOT a time for joking around. 😭💔 I think this is really going to backfire.’

Gemma was not paid for the collaboration, but was selected due to her strong social media following and recognition among younger audiences and parents.

The campaign is related to the incoming introduction of new V levels which will sit alongside A Levels and T Levels, and will be equivalent to one A Level, allowing students to mix and match academic and vocational subjects if they are unsure where to specialise.

Gemma has spoken publicly on a number of occasions about struggling within traditional academic settings, with her involvement intended to help engage young people who may feel disconnected from education, while reinforcing the message success can take many different forms and that there are now more flexible post-16 pathways available. 

In a statement to Metro, a DfE spokesperson said: ‘The department covers education throughout people’s lives, and it’s crucial that we meet people where they are, with information they need to know – whether that’s at weekly face to face events with parents and teachers or on social media platforms.

‘We are proud of our achievements highlighted in the post on how we are transforming post-16 education, supporting the aspirations of young people who want high quality vocational courses.

‘This collaboration has enabled us to reach a wider audience and make them aware of the opportunities they can benefit from, which is a key part of our commitment to transform the life chances of all children and young people.’

Gemma, 45, rose to fame starring on Towie from 2011 until 2019, going on to appear on other reality shows including 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 then began attending the Sylvia Young Theatre School aged 14.

However, after facing bullying, she was moved to Raphael Independent School, a private school, for her final year of education.

But she left school at the age of 16 with a G in GCSE Maths and 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 leaving school, she enrolled in a media studies course at South Essex College but stopped attending after a few weeks due to finding it ‘boring’.

She later started working in various admin jobs, at a recruitment agency and then as a sales executive before her TV career took off.

Metro has contacted the Department for Education and representatives for Gemma Collins for comment.

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