UK government airs radio ads preparing Brits for no-deal Brexit

The commercials point listeners towards a dedicated website with guidance for business owners and individuals

The UK government has launched a series of radio ads informing members of the public about the state of play in the event of a no-deal Brexit.

Running across commercial radio stations from Tuesday (8 January), the commercials point listeners towards a dedicated website containing information on how Britain's impending exit from the EU could affect their business, passport, holidays, work, citizenship and more.

The 30-second spots have been created in the style railway station-style announcement bulletins and feature people asking a series of questions about Brexit over a tannoy like: 'Will my travel be affected when we leave the EU?'; 'Do I need to renew my passport earlier than planned?' and 'I'm an EU citizen living in the UK, how will leaving affect me?'.

A voice-over is then heard saying: ‘You might also have questions about how leaving the EU on the 29 March will affect you. Find guidance and up to date information on gov.uk/EUexit’.

The 'meaningful vote' in the House of Commons on Theresa May's Brexit deal will take place on Tuesday 15 January, Downing Street has confirmed.

The ads are being aired amid a debate in Parliament on Tuesday and against the backdrop of the increasing possibility that MPs might fail to reach a Brexit deal before the 29 March deadline.

May's 'Brexit advertising blitz' had been pre-empted by the Telegraph which suggested last week that a drive to prepare the public for a no-deal scenario would run across OOH as well as on radio.

The Drum has asked the Department for Exiting the EU to clarify the campaign strategy and the date it is poised to run to. At the time of writing the government had yet to issue a response.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.