The Pensions Regulator (TPR) will launch a TV advertising campaign in October to raise awareness of auto-enrolment among small and micro employers.
Speaking at a Chartered Institute of Payroll Providers conference on 3 September, TPR head of industry liaison Neil Esslemont said the campaign would be a first for the watchdog.
It comes after the Department for Work and Pensions' "We're all in" campaign at the launch of auto-enrolment, and TPR's use of radio and Youtube adverts in the last year.
Esslemont said: "The new adverts are going to focus on small employers, micro employers, and their businesses.
"If you talk about why someone might not comply, it might be because they don't think it applies to them, so we are trying to address that point. It might be because they think they will get away with it, so our message will try to incorporate ‘yes, the duty does apply to you and we know who you are and you could get fined if you don't adhere to it'."
He added that the regulator was taking steps to help those employers who were just "completely confused" by the requirements.
These include updating its auto-enrolment website next month to make sure employers are directed to the relevant sections, simplifying the language used, and producing a glossary to explain technical terms.
"The language that is going to be visible to employers is simplified dramatically," said Esslemont. "Much of the terminology is disappearing from the website unless you really start digging into the detail.
"A lot of it is going to be focus on pulling employers into the right parts of our website," Esslemont said.
"So if you are employing a carer you will have specialist explanations, using the terminology that they are used to - like ‘personal assistant' rather than ‘carer'. If you employ people in the home as a gardener or nanny there will also be specific terminology."
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