British Prime Minister David Cameron is set to start popping up on dating app Tinder in an attempt to connect with younger members of the public and encourage them to vote in the upcoming EU referendum.

Downing Street is also placing ads on online properties and apps belonging to viral publisher LadBible as well, according to The Times. The adverts forms part of a larger campaign aimed at younger people on the behalf of Britain Stronger in Europe, the official campaign for the UK to remain part of the European Union.

“We are always looking for ways to try and encourage people to register to vote,” said a source from Downing Street, speaking to The Times. Mr Cameron recently met with leaders from a number of websites, including Facebook, Twitter, Google and BuzzFeed, discussing ways to get younger people to register to vote.

Recent polling suggests that over 60 per cent of under-25s are in favour of remaining part of the EU, and so persuading young people to turn out at the polls on 23 June could be essential when it comes to securing a victory for the pro-EU campaign.

Despite an estimated 10m daily active users, Tinder has not made major pushes into the advertising world. However, the dating company has run campaigns in the past for brands including Bud Light, the NHS and Bethesda Studios.

The app has even been used in a politics before, when the Swipe the Vote campaign earlier this year aimed to connect US voters with candidates who matched their political views by asking them to agree or disagree on certain key issues, as well as encouraging them to register to vote in the US Presidential primary elections.