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DWP paying for covert auto-enrolment ads in The Sun
The Department for Work and Pensions (DWP) is covertly paying for auto-enrolment adverts in The Sun newspaper in an attempt to target the young and the poorly paid.
The government has implemented a marketing budget freeze, but the auto-enrolment campaign has received a special exemption after it was revealed that existing auto-enrolment adverts were being ignored by a significant percentage of employees not currently saving into a pension.
On June 12th, The Sun published an article which was funded by the DWP and displayed comments by the paper's financial expert Jasmine Birtles.
While this was labelled "in association with the DWP," it was not clearly an advertisement in an apparent attempt to get around the fact that many people do not trust government communications.
The advert utilised bold capitals to emphasise that opting out of auto-enrolment would be paramount to refusing "free money".
Birtles enthused "count me in on auto-enrolment," adding that the system “means you’re putting money away every month without even noticing it and some boffin in accounts does the boring paperwork for you”.
Thomsons Online Benefits can help you find out what auto-enrolment means for you and how much it could cost your organisation.
Posted by Editorial Team
June 25th 2012
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