New Government Apprenticeship Changes Provide Opportunities for Youth and Businesses with a Marketing Focus
The Chartered Institute of Marketing (CIM) has announced a series of changes to UK apprenticeships that are set to offer exciting opportunities for marketing-led businesses and their members. These reforms aim to make apprenticeships more accessible, appealing, and beneficial for young people and businesses alike.
Starting from August 2025, new foundation apprenticeships at Level 2 will be introduced, targeting 16 to 21-year-olds (extending to 25 for certain groups). These apprenticeships, which last at least eight months, will focus on sectors with high demand, including digital, and provide entry-level routes into marketing-related roles. The government will offer funding support up to £2,000 per employer for first intakes.
From January 2026, public funding for Level 7 (master’s level) apprenticeships will be restricted to younger learners aged 16–21 (or up to 25 with specific needs). This funding shift means less government support for older apprentices pursuing Level 7 qualifications, which could impact marketing professionals seeking postgraduate apprenticeship training. However, funding will be prioritized for Levels 2 through 5, which includes intermediate to higher apprenticeships appropriate for marketing, sales, and management roles.
In addition, the government is redirecting apprenticeship funding towards lower to mid-level apprenticeships (Levels 2 to 5) from 2026, aiming to increase access for younger learners and Small and Medium Enterprises (SMEs) in skill-shortage sectors. This strategy opens more affordable and quicker routes to training talent for marketing-led SMEs and CIM member businesses.
The minimum apprenticeship duration is also being reduced to eight months, allowing businesses to onboard apprentices faster and benefit from targeted, intensive training over shorter timescales. Off-the-job training hours are now fixed at 187 hours regardless of Recognition of Prior Learning (RPL), replacing the previous 20% rule.
These changes mean greater access to apprenticeship funding and candidates at Level 2 to 5, including foundation Level 2 apprenticeships designed for young people transitioning into work or higher apprenticeships. However, they also indicate reduced support and funding availability for advanced Level 7 apprenticeships, potentially limiting master's level apprenticeship opportunities in marketing.
CIM encourages its members to explore how these reforms can support their workforce development strategies, emphasising the potential benefits of embracing apprenticeships. These benefits include tapping into a broader talent pool, fostering long-term loyalty, and building a workforce equipped to thrive in a rapidly evolving market. Businesses can shape apprentices into future leaders while addressing skills shortages with government support for under-21s.
Maggie Jones, Director of Qualifications and Partnerships at CIM, views these changes as a game-changer for young people in competitive industries like marketing. Apprenticeships are now seen as a strategic and equally valuable pathway for learners with diverse strengths and preferences.
The reforms in apprenticeships offer marketing and creative sector employers a chance to engage with a broader and more diverse talent pool. With the introduction of seven new entry-level apprenticeships in various sectors and the creation of 120,000 new training opportunities, including 45,000 earmarked for young people, the future of apprenticeships in the UK looks promising.
Details about a video interview discussing the practical implications of these reforms and how to integrate apprenticeships into talent strategies will be shared via MyCIM and CIM's member newsletter. CIM members are encouraged to offer new apprenticeship placements, partner with training providers, or mentor young professionals as part of this exciting new landscape for apprenticeships in the UK.
- The Chartered Institute of Marketing (CIM) highlights the benefits of newfound opportunities in UK apprenticeships, especially for marketing-led businesses and their members.
- From August 2025, foundation apprenticeships at Level 2 will be available for 16 to 21-year-olds and beyond, targeting sectors with high demand, like digital, creating entry-level routes into marketing.
- In 2026, government funding for Level 7 apprenticeships will be restricted to learners aged 16–21, potentially limiting master's level apprenticeship opportunities in marketing.
- To address this, the government will prioritize funding for Levels 2 through 5, providing affordable and quicker routes to marketing and management roles for SMEs.
- The changes also include a reduction in minimum apprenticeship duration, allowing businesses to onboard apprentices faster and offering targeted, intensive training over shorter timescales.
- CIM encourages its members to leverage these reforms to shape the workforce, fostering long-term loyalty and equipping employees to thrive in a rapidly evolving market.
- The new apprenticeship landscape in the UK offers marketing and creative sector employers a chance to engage with a broader and more diverse talent pool, with seven new entry-level apprenticeships and 45,000 new opportunities for young people.
- CIM members can stay updated on the practical implications of these reforms and how to integrate apprenticeships into their talent strategies through a video interview and newsletters.
