Auto-Enrolment: No TV Ads

Department for Work and Pensions has decided against a TV ad campaign to raise awareness of auto-enrolment.

The Department for Work and Pensions has apparently decided against a TV ad campaign to raise awareness of auto-enrolment.

The DWP was given £10 million funding by the Treasury to publicise the forthcoming pension reforms and is instead looking at ‘TV Partnership’ deals to ensure specific issues are discussed on certain programmes. So, that’s ‘advertorial’ content rather than all-out advertisements, then. Other media – print, radio and online advertising – will still be utilised, however.

It may well be that the DWP will have to resort to TV ads at some stage if many people decide to opt out, and especially when auto-enrolment is about to impact on small companies.

Source: www.moneymarketing.co.uk  16 November 2011

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