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DWP rules out auto-enrol TV ads

The Department for Work and Pensions has ruled out a TV ad campaign to raise awareness of automatic enrolment.

In July, Money Marketing revealed the DWP had secured £10m in additional funding from the Treasury to publicise the flagship pension reforms ahead of the October 2012 launch date.

An internal DWP document, seen by Money Marketing, reveals the Government has decided against using TV ads to promote the reforms.

Ministers are instead planning to negotiate with broadcasters about running “TV partnership” initiatives in January, March, May, September and October.

A DWP spokeswoman says this could involve the Government paying a fee to have specific pension issues discussed on certain programmes.
She denies the decision not to buy TV ads has been taken to reduce costs.

The spokeswoman says: “Our plan to communicate automatic enrolment to individuals will include using a wide range of channels such as TV partnerships, print, radio and online advertising.”

Lucian Camp Consulting principal Lucian Camp says: “I suspect the DWP may use TV advertising in two or three years time when auto-enrolment is about to affect small companies. There is no doubt that the DWP will have to call for some big bucks at that stage.”

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