The introduction of automatic enrolment into workplace pensions is “the biggest change in pensions for over 100 years”, the Government said.
Employees of large companies will start to be enrolled from October, with others joining progressively until all employers are covered by 2018. Up to 11 million more people will end up saving in a workplace pension, ministers hope.
The new advertisements run from today until mid-October across TV, radio, print and online media, and feature employers such as Theo and Karren backing automatic enrolment, saying “I’m in”.
The celebrities featured in the advertisements gave their time and services free of charge. Other well-known figures include Nick Hewer of The Apprentice and Ian Cheshire, the head of Kingfisher.
Steve Webb, the pensions minister, said: “I’m delighted that well-known bosses have taken part in our latest awareness campaign, and back the biggest change in pensions for over a century – automatic enrolment
“People should know that all they need to do is look out for a letter from their employer, and if they do nothing and stay “in” they are effectively getting a pay rise.”
The Department for Work & Pensions (DWP) expects that around two thirds of individuals will say “I’m in”, and remain saving in a workplace pension. Just 9pc in a DWP survey said they would definitely opt out and choose not to take part.