Get ready for Brexit advertising campaign launches

An information campaign urging the public to "get ready for Brexit" has been launched by the government. The campaign began on Sunday with the launch of a website, gov.uk/brexit. Billboards and social media adverts will appear in the coming days and TV adverts will air later this month. Michael Gove, who is in charge of no-deal plans, said the adverts encourage "shared responsibility" for preparing to leave the EU on 31 October. It has been reported that the campaign could cost as much as £100m as ministers seek to inform people what they might need to do, if anything, ahead of the deadline. Benedict Pringle, author of the politicaladvertising.co.uk blog, said that, if true, the £100m budget would be roughly double what the National Lottery spends on advertising each year. "So if you think about how often you see a lottery advert and double it, that's how much we could be seeing the campaign over the next two months," he told the BBC.

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