Moira Stuart to front new tax campaign

25 September 2008

Moira Stuart, the former BBC news presenter, is to head up the latest ad campaign for HM Revenue and Customs (HMRC).

She will feature in a series of tv commercials, press ads, posters and online ads aimed at promoting the upcoming self assessment tax return deadlines.

Ms Stuart replaces Adam Hart-Davis, the BBC science historian, who has fronted the tax reminder campaigns for the last six years.

In a radio interview earlier this year, Mr Hart-Davis revealed that he thought that VAT was absurdly complicated, although he also said that he supported the tax system and had enjoyed being the face of HMRC’s advertising.

Simon Vessey, HMRC’s head of marketing, said: “It is great news that Moira’s fronting our self-assessment campaign. She’s a household name that people naturally tune in to and trust.”

The campaign will draw attention to the new deadline of 31 October for paper tax returns and the online return date of 31 January.