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Gov’t launches £11m ad campaign ahead of auto-enrolment
Government rolls out campaign to encourage people to not opt-out of auto-enrolment when the new rules are introduced in October.
The government has launched an £11m campaign aimed at getting “millions” of people saving more for their retirement, ahead of the start of auto-enrolment.
According to the Department for Works and Pensions, the campaign will begin on Monday (23 January) and will include advertisements in the printed press alongside radio ads and outdoor advertising.
The DWP said that the campaign will “run in waves” and will to “build towards the launch [of auto-enrolment] in October”.
It added that the advertisements will explain the fundamentals of the reforms and ‘sign-post’ people to the Directgov website to find additional information.
Auto-enrolment will be introduced in stages, with the largest employers being required to begin auto enrolling staff from October. The smallest employers will not begin doing so until after the next election.
Steve Webb, minister for pensions, said: “As we head into the final stretch before millions of people begin to be enrolled into a workplace pension, it is vital that we make sure that individuals and employers know what to expect.
“Automatic enrolment will transform this country, putting an end to the decline in pension saving and setting millions on course for a more prosperous retirement.”
