Well-known bosses will feature in a campaign launched today to promote the ‘automatic enrolment’ programme.
These will include Dragons’ Den star Theo Paphitis and The Apprentice’s Karen Brady and Nick Hewer, with adverts running until mid-October across TV, radio, print and online media.
The reform is aimed at getting 11 million more people saving in a workplace pension by 2018 and focuses on people being auto-enrolled by their employers into a pension.
From October, starting with the largest employers, bosses will be required by law to pay into a workplace pension for all eligible staff who do not opt out.
Anyone over 22 years of age, currently earning more than £8,105 and working for an employer who is affected, will be automatic enrolled.
Steve Webb, pensions minister, said he was ‘delighted’ with the response from celebrities.
He added: ‘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 adverts, which cost £3.5 million, also include Rupert Gavin, CEO of Odeon.