Tax doesn't have to be taxing.

M2 PRESSWIRE-22 July 2002-UK Government: Tax doesn't have to be taxing (C)1994-2002 M2 COMMUNICATIONS LTD

RDATE:07222002

Tomorrow's World presenter and author Adam Hart-Davis will front the Inland Revenue's new Self Assessment advertising campaign.

The campaign is designed to show the benefits of early filing and to challenge the temptation to put off what many people see as an unwelcome chore.

During the course of the campaign Adam appears in a variety of situations showing the wide range of help and support available from the Revenue all geared to enable taxpayers to get their tax return completed and out of the way.

Launching the new campaign, Paymaster General Dawn Primarolo said today: "We know that filling in a tax return isn't something most people look forward to and that's one of the reasons we've put so much help and support in place to overcome the practical barriers and deal with the concerns that people may have.

"We want taxpayers to know that sending in their return by the 30 September takes away the need to calculate any tax due - the Revenue will do the work for you." Inland Revenue Marketing Director Ian Schoolar commented: "The Revenue's Core Purpose is about ensuring that everyone understands and pays what they owe, or receives what is due to them.

"Getting the return in on time is an important part of this process and our new campaign encourages people to file in good time rather than hold out until the last moment." DETAILS The ads will run in three bursts from 22nd July to January 2003.

The main messages are: - Take advantage of the convenient internet filing service - Get your tax return in before 30 September and the Inland Revenue will do the main calculation for you - Make sure your return is in by 31 January or you face a #100 penalty - Make sure final payments are made by 31 January. Interest and surcharges are applied to tax paid late.

NOTES FOR EDITORS

1. Adam Hart Davies joined Yorkshire Television in 1977 as a researcher His TV work includes 'History with Hart Davies', 'What the Victorians Did For Us', 'Tudors and Stuarts' and 'Science Shack'.

Adam has written over a dozen books and is a Fellow of the Royal Society of Arts.

2. The campaign has been devised for the Inland Revenue by advertising agency Miles Calcraft Brigginshaw Duffy and media planning agency Optimedia.

3. The campaign will feature television advertising supported by radio, on-line, national and specialist press.

4. The advertisements will also appear on taxi receipts in major UK cities and on London taxis.

Non-media enquiries: your own tax office or 020 7438 6420 Web: www.inlandrevenue.gov.uk

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