BT has launched a new campaign fronted by Clare Balding called ‘Don’t Put Off the Switch’, with less than a year to go before the nationwide analogue switchover. The campaign is designed to raise awareness among customers yet to switch to a digital landline and coincides with new research that shows Brits often delay taking action on essential tasks, with many assuming that if something still works, there is no urgent need to act.
In the final year ahead of the UK’s landline switch in January 2027, that instinct could lead to disruption if customers do not respond when contacted by their provider. The switchover represents a significant national upgrade, as the UK moves from failing, decades-old infrastructure to safer, more reliable digital landlines. Insight has revealed that most Brits who have made the switch say they feel more reassured about making and receiving calls, thanks to the additional benefits digital landlines offer.
With BT, these benefits include safeguards against unwanted calls, which in the past year alone, has seen its digital landline scam protection service stop more than 91 million scam and spam attempts on customers.
Research reveals a widespread tendency among UK adults to delay essential tasks, with nearly two thirds (63%) admitting they regularly put off life admin such as updating passwords or switching providers. Almost one in three (29%) say they have ignored or delayed responding to messages from essential service companies, with many assuming things will continue as normal if they do not act. However, this behavior can have consequences, with three in ten (30%) having missed a deadline, leading to late fees, rebooking or increased payments.
Together, the campaign and research highlight the importance of acting now so customers don’t risk disruption by delaying the move to a safer, more reliable digital landline ahead of the January 2027 switchover.
Helping the nation act – “Don’t Put Off the Switch” with Clare Balding
While the vast majority of BT customers have already made the move to digital landlines, Clare Balding is leading a new national “don’t put off the switch” campaign to encourage customers yet to make the switch to act promptly when contacted and complete their move from analogue landlines and help ensure they are ready for future-proof connectivity.
The campaign coincides with expanded targeted activity across the UK – including, regional outreach and accessible communications materials – to ensure no one is left behind.
“When your provider gets in touch, it’s vitally important you act to ensure your landline services keeps running smoothly. If you don’t respond, the services you rely on could be disrupted,” said Clare Balding.
“The good news is you won’t be on your own – BT will guide you every step of the way.”
John Garrard, 77, Hornchurch, recently switched to Digital Voice after being contacted by BT. “I’d had my landline for years and didn’t see any reason to change it at first. But once BT got in touch, they explained everything clearly and helped me through it,” said John. “It turned out to be much simpler than I expected. I’m glad I did it when they asked, rather than leaving it too late.”
Lucy Baker, Consumer Digital Voice Director at BT, “As our research shows, it’s easy to overlook messages from service providers, but doing so could disrupt essential connections.
“The switch to digital landlines is a significant, once-in-a-generation upgrade to the UK’s communications infrastructure. It’s important to take action when contacted, so everyone can benefit from more reliable, secure technology and stay connected to the services they rely on.”
Support available every step of the way
Protecting customers with additional needs remains BT’s top priority, and it continues to strengthen safeguards, including working closely with local authorities, telecare providers, charities and government as part of the PSTN Charter of Commitments, helping to ensure those with additional needs are identified and supported safely through the transition, with free in-home engineer visits for those who need extra help, and the provision of backup power solutions to help customers make calls during power cuts.
Amy Low, CEO, AbilityNet: “For many people, changes to essential services can feel daunting, particularly for older people or those who aren’t as confident with technology. That’s why we’ve been working closely with BT to provide tailored guidance, accessible communications, and often in person support that helps people understand what’s changing and what it means for them.
With the support BT has in place, switching to digital landlines can be straightforward, and can help people stay confidently connected to the services and the people they rely on most.”
The majority of customers can switch at no extra cost and keep their existing number and the same phones they use today. Customers do not need to take action until they are contacted directly. When they are, they will receive clear guidance and at least four weeks’ notice to make the switch.
