Non-existent benefits claimant featured in second Department for Work and Pensions leaflet describing how his jobseeker’s allowance was cut

A non-existent benefits claimant invented by the government to talk in glowing terms about its welfare system has been quoted in other documents published by the Department for Work and Pensions, it has emerged.

“Zac”, who appeared in the DWP leaflet withdrawn on Tuesday amid a storm of criticism, features in a second document describing how his jobseeker’s allowance was cut.

DWP admits inventing quotes from fake 'benefits claimants' for sanctions leaflet Read more

He was unnamed in that second leaflet and quoted as saying: “I didn’t take part in the Mandatory Work Activity scheme. Then my work coach found me a job that suited my skills but I didn’t apply for it, so my JSA has been stopped for six months.

“If I don’t apply for jobs my work coach asks me to apply for I could end up losing my benefit for three years.” That leaflet has also been taken down from the DWP’s website.

In that same document, another benefits claimant is quoted as saying: “I let my work coach know well in advance that I couldn’t go to our meeting because I had a hospital appointment.



“Because I gave good reason I still received my benefit payment and my work coach can use that time to help other people. We’ve arranged another appointment at a time I can attend.” He is also pictured, but unnamed.

It is the second such leaflet to come to light this week. The DWP admitted to using stock photos and fabricated personal stories in relation to the first. It was responding to a freedom of information request by the news website Welfare Weekly.

Facebook Twitter Pinterest The DWP was forced by Welfare Weekly to concede “Sarah” did not exist and the images were stock photos. Photograph: Department for Work and Pensions

It said the stories attributed to “Zac” and “Sarah” in the first leaflet were not real, but “illustrative”. A spokesman said that leaflet was produced in house by its “communications team”.

The other unnamed benefits claimant featured in the second leaflet does not feature in the first. A department source confirmed on Tuesday that the image of “Sarah” had also been used to illustrate a blogpost on a DWP-controlled Tumblr.



The PR industry body, the Chartered Institute of Public Relations (CIPR), said: “This obviously looks like a very similar tactic, using quotations alongside a photograph creates the impression that the quote is from a real person.

“As standard practice, the Institute would always advise to use a disclaimer such as ‘this quote/photo/case study is for illustrative purposes only’, across all forms of marketing communications and information provision.”

On Wednesday, the CIPR said it had opened an investigation into possible involvement by its members in the production of the first leaflet and it confirmed on Thursday that the second would feature in its inquiry. The CIPR can expel members found to be in breach of its code of conduct.

A DWP spokesman said: “The case studies were used for illustrative purposes to help people understand how the benefit system works. They’re based on conversations our staff have had with claimants. They have now been removed to avoid confusion.”