Prime Minister David Cameron took to Twitter to highlight the increase in the personal tax allowance. He wrote:
From today 24million people will be paying £600 less income tax than in 2010 http://t.co/UyTSd1VyLV
Mr Cameron also included a link to a new Conservative poster outlining the change with the headline "Help for Hardworking People".
Labour launched its own poster - with the tag "Who Wants to Bung a Millionaire? Dave Does" - setting out claims that high earners are benefiting while millions are worse off under coalition reforms.
Today, 13,000 millionaires got an average tax cut of £100,000. RT to share poster launched today http://t.co/vhVmj7bKa0