IFA Promotion has convinced the Department of Social Security to link its www.pensionguide.gov.uk website to Ifap's own website and phone hotline.
It hopes that this will encourage more people to consult IFAs for advice on pensions.
The DSS link-up is intended to increase the public's awareness of the need for pension advice. It had been concerned there was a lack of information and advice.
Ifap is also changing its digital and cable TV advertising schedule so its commercials will appear with the DSS's pension advertisments. Ifap's ads appear alongside the zDSS's pension ads on the Money Channel and UK Gold and during ITN News and Simply Money.
It now wants the DSS to refer to Ifap in its pension campaign brochures and believes this would help people who prefer to deal by phone rather than on the internet to find an IFA.
Ifap says this could prove especially important for target groups for stakeholders, including young people, non-earners, low earners and women.
Head of marketing and PR David Elms says: “It is a great shame that the majority of people in those target groups, probably around 90 to 95 per cent who prefer the telephone to the internet are being left in limbo.”