Self Assessment Campaign Tracking 2024 to 2025 report
Quantitative research with Self Assessment customers.
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Each year HMRC runs a comprehensive communications programme to encourage Self Assessment customer to file their Tax Return early, register for Self Assessment ahead of the registration deadline, and file their online Tax Return by the deadline of 31 January. A paid-for advertising campaign running between late December and the end of January is a final reminder to customers, driving urgency and prompting customers to file on-time.
This survey research was designed to understand the effectiveness of the 2024 to 2025 Self Assessment advertising campaign. It was conducted with unrepresented Self Assessment customers before (November and December 2024 526 respondents) and after (February 2025 555 respondents) the advertising campaign.