HMRC is launching a phased communications campaign to support the rollout of Making Tax Digital for Income Tax Self Assessment (MTD ITSA). The primary goal is to raise awareness and encourage readiness among sole traders and landlords, particularly those without professional tax representation, who will be affected by new digital tax reporting requirements.
Research shows that many in this group are unaware of the changes or feel unprepared, especially due to concerns about technology and digital record-keeping. To address this, HMRC’s strategy focuses on using clear, supportive messaging and trusted third-party voices, such as accountants and software providers, to guide taxpayers through the transition.
The campaign is being rolled out in phases: first raising awareness, then encouraging action, and finally offering support as taxpayers begin using the system. Communications will use a mix of owned, earned, and paid media, with an emphasis on simplicity, reassurance, and practical guidance.
The campaign’s effectiveness will be measured through engagement metrics, software sign-ups, and behavioral changes among the target audience.
Full report here
