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Govt scraps Pension Wise TV advertising during ‘purdah’

Incoming Government guidance service Pension Wise will be backed with a “low-level” advertising campaign until after the general election, with TV adverts dropped for almost two months.

Rules for the “purdah” period block advertising of government campaigns, but a Cabinet Office decision has allowed an exemption for Pension Wise in light of new freedoms, due to come into force from Monday.

Following what a Treasury spokeswoman described as “a full campaign” in March, the Government-backed guidance service will only be promoted through print and digital advertising for April and much of May.

Adverts are expected to contain factual information on the service provided by Pension Wise and how to access it.

However, the service will no longer be advertised on television.

A Treasury spokeswoman says: “A nationwide advertising campaign across print, TV and digital channels ran throughout March as planned and factual print and digital advertising will remain in place during purdah.”

“In addition, the Government has made it compulsory for pension providers and trust-based pension schemes to signpost individuals to Pension Wise.”

The Queen’s speech will launch a new government, marking the end of the purdah period, and is currently scheduled for 27 May.


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There are 2 comments at the moment, we would love to hear your opinion too.

  1. Jabba The Hutt 2nd April 2015 at 4:46 pm

    So at precisely the time when the general public need a signpost for guidance in the widest possible manner it is binned until after the election………
    Sometimes it is only possible to shake your head in wonderment…

    I thought April Fools day was yesterday. How wrong can you be?:

  2. Julian Stevens 7th April 2015 at 9:05 am

    I agree wholeheartedly with the above sentiment. Surely, an issue such as this transcends party political considerations and, equally surely, none of the other parties, if asked, would endorse any sort of restrictions on getting this particular message out there to people at risk of making a wrong decision that may damage them financially for the rest of their lives?

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