Hundreds of thousands of older people across the UK are being encouraged to check whether they qualify for Pension Credit, a benefit designed to boost the incomes of pensioners on low
incomes and help them manage rising living costs.
The Department for Work and Pensions (DWP) has launched a fresh awareness campaign, with 660,000 information leaflets set to be delivered to households in seven areas where a significant proportion of pensioners face financial difficulties. The initiative aims to ensure that eligible older people receive the financial assistance available to them rather than missing out because of a lack of information or misconceptions about the rules.
Pension Credit is worth more than £4,500 a year on average and can provide a crucial financial lifeline for people struggling to cover everyday expenses. Beyond supplementing income, receiving the benefit can also unlock access to other forms of assistance with household bills and essential costs.
The campaign encourages pensioners to check their eligibility, while also asking relatives and friends to help older family members understand the scheme and complete an application if necessary. The government is urging recipients to keep the information leaflet somewhere visible, such as on the refrigerator, so they can refer to it when needed.
The leaflets will be distributed in Glasgow, Powys, Stockton-on-Tees, inland Cornwall, Birmingham, East Suffolk and Manchester.
Government seeks to close the Pension Credit gap
The latest initiative follows a major awareness campaign conducted in 2025, which contributed to an additional 33,500 Pension Credit awards. Building on that progress, ministers are seeking to increase the number of eligible pensioners who successfully claim the support.
Approximately 1.4 million pensioner households already receive Pension Credit. However, many others who could qualify remain outside the system.
The DWP's campaign is intended to challenge widespread misunderstandings about eligibility. In particular, the department wants to make clear that owning a home or having savings does not automatically disqualify someone from receiving Pension Credit. Eligibility depends on individual circumstances and the applicable rules.
The campaign forms part of the government's broader effort to protect pensioners from financial hardship. Other forms of support available to older people include the Winter Fuel Payment, Cold Weather Payments, Attendance Allowance and the State Pension. The government has also highlighted its commitment to increasing the State Pension, which it says could rise by as much as £2,100 over the course of the current Parliament.
Ministers urge pensioners to check their entitlement
Pensions Minister Torsten Bell said too many older people were failing to claim financial assistance to which they were entitled.
He stressed that Pension Credit could significantly improve household finances while providing access to additional help with bills and other essential expenses. The minister encouraged anyone who suspects they may qualify to investigate their eligibility rather than assume they are ineligible.
The government is also promoting the scheme through a wider communications campaign involving television, radio, print publications and social media. As part of these efforts, it is partnering with ITV's quiz programme The Chase to reach a broader audience.
The latest publicity drive coincides with the DWP's Pension Credit Week of Action, which focuses on correcting misconceptions, explaining the application process and encouraging eligible pensioners to claim.
Charities warn that billions in support remain unclaimed
Charities supporting older people have welcomed efforts to improve awareness, while warning that the scale of the problem remains substantial.
Morgan Vine, Director of Policy and Influencing at Independent Age, said the organisation's analysis indicated that more than one million older people on low incomes who were eligible for Pension Credit did not receive it in 2023/24. According to the analysis, this meant approximately £2.5 billion in potential support went unclaimed.
Vine said older people continued to experience serious financial difficulties because they were unaware of the benefit or did not realise that their circumstances might make them eligible. She welcomed the government's renewed focus on raising awareness and said the charity would continue working to increase take-up.
Pensioners who are uncertain about their entitlement or need assistance with an application are being encouraged to seek independent guidance. Organisations including Independent Age and Citizens Advice offer information and support to help older people understand the benefits available to them.
The government's message is that checking eligibility could make a meaningful difference to pensioners' financial security, particularly as households continue to face pressure from the cost of everyday essentials.
