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<p>We are the biggest Government Department with a day to day operation on which around
22 million citizens depend. We have a responsibility to advertise Universal Credit
and have been doing so for some time. This helps ensure people understand the benefits
they may be entitled to and that they have the information they need when it comes
to making a claim.</p><p>The Department has a responsibility to ensure claimants do
not miss out on their full entitlements and to encourage people to make their claim
as quickly as possible.</p><p>To identify complaint cases concerning the Universal
Credit campaign in the Metro newspaper would require every complaint case to be examined.
So, this data could only be collated at a disproportionate cost to the Department.</p><p>In
November 2018 Ministers agreed to the principle of national media partnerships. The
specific Metro campaign was taken forward by Departmental officials. Ministers agreed
the content of the launch products.</p>
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