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.