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Moira Stuart OBE has been officially unveiled as the new face of HMRC's self assessment (SA) marketing campaign.
The former BBC newsreader will star in television adverts to publicise the new 31 October deadline for paper tax returns, and the 31 January deadline for online returns.
The commercials, which begin next week, feature Ms Stuart popping up in unexpected places to remind people of the dates.
The veteran journalist and broadcaster will also appear on billboards and in posters, and in the press and online ads, as part of the drive to encourage taxpayers to file their returns on time.
A new video featuring the first TV ad, help and advice on filling in a tax return, and Ms Stuart talking about her new role is available from HMRC website's podcast page and the SA campaign site, and as a YouTube clip.
HMRC's marketing boss, Simon Vessey, said: 'It's great news that Moira's fronting our self assessment campaign. She's a household name [who] people naturally tune into and trust — and that's essential when you're communicating a major change like… 31 October'.
The previous star of the Revenue's SA ads, historian Adam-Hart Davis, was let go after criticising the UK tax system.
