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The State of Integrated Care Systems: Finances
The State of Integrated Care Systems: Finances

Campaigning for tax relief reform

Edenred

Championing the role of tax relief incentivised benefit and reward schemes in the workplace through a targeted industry, political and media campaign.

WE ANALYSED

Edenred Reward Gateway is a global provider of end-to-end employee benefits. As part of a suite of benefits, they provide a tax-relief supported meal card scheme in 35 countries across the world, benefitting 50 million workers – although not in the UK.

To implement a UK scheme and provide this to UK workers, WA worked with Edenred to identify the tax vehicle through which an employer-provided meal card could be provided via the Income Tax (Earnings and Pensions) Act 2003. However, we found that the current tax exemption is outdated and poorly targeted, only benefitting larger businesses with canteens and inaccessible to small and medium sized businesses without on-site facilities.

We found a lack of awareness of this at government level, as well as a lack of understanding on the significant benefits that a tax-exempt meal card could bring to workers, employers, hospitality businesses and the economy – including where the scheme is working well in other markets.

WE ACTED

Given the breadth of benefits introducing a UK tax relief meal card scheme could deliver, our engagement strategy to educate decision makers and policy influencers was multifaceted and underpinned by a strong, evidence based case for reform.

To give the campaign a strong public presence, we created the Real Meal Deal campaign, building a dedicated campaign microsite which acted both as a repository for campaign materials and a platform for supporters to show their backing.

We conducted independent economic modelling to illustrate how the scheme would work in practice and used this to target Treasury Ministers and officials dealing with personal tax.

To make our case to government we built a coalition of industry supporters and set up background meetings with cross-party MPs and APPG briefings. We targeted political stakeholders with employee and employer polling to highlight the demand for the scheme from a business and employee perspective.

And, with the change of government in July 2024, we pivoted our campaign strategy and tactics to align successfully with Labour’s future of work and Make Work Pay agendas.

WE ACHIEVED

This is a live campaign that continues to gain momentum, attracting growing support from both political and industry leaders by demonstrating how the scheme supports national and local economic growth, workplace productivity and improve household spending potential.

We continue to secure a number of meetings with supportive charities, think tanks, and businesses – who are all part of the future of work conversation, including through a joint industry letter to the then Chancellor ahead of the 2024 Spring Budget.

Our engagement with parliamentarians has secured a series of interactive APPG briefing sessions, an Early Day Motion and representation to the former Financial Secretary on behalf of the campaign.

Most recently, Edenred, as a leading voice in directed spend in the workplace, has been invited to meet with the newly established Business and Trade Committee and the Work and Pensions Committee to discuss alignment with ongoing areas of work within the House of Commons.

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020 7222 9500 contact@wacomms.co.uk

6th Floor, Artillery House
11-19 Artillery Row
London
SW1P 1RT
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