£270,000 but lacking likes: Nigel Farage’s gold marketing under scrutiny

The Financial Times reports scrutiny over Nigel Farage’s paid role as a brand ambassador for gold dealer Direct Bullion, highlighting how his promotional videos have generated limited engagement despite hefty fees. Farage was paid £270,000 in May for 12 hours of work over three months, doubling an earlier £135,000 payment in October 2025, bringing his declared earnings from the firm to £685,000 since December 2024. FT analysis found 25 videos since early 2025 averaging about 850 views and fewer than 20 likes each, raising questions about value for money and the marketing ethics of promoting gold to retail investors. The article also notes gold prices have risen and then fallen back, while experts warn that relying on gold for pensions is risky and that claimed tax advantages may be overstated. The piece is more about political controversy and gold promotion than a direct market move, but it reinforces the ongoing narrative of gold as a safe-haven asset and a contentious investment choice.