custom payload - lex slot types

Hi

I'm having issues with the custom payloads within amazon lex slot types. I have tried to implement the following but it does not seem to display as I want it (displays just as the text reads):

{ "text": "If you are enquiring about a child starting reception, junior, or year 7 in September, select STARTING.\n\nFor school admissions during the current school year, select IN YEAR ADMISSIONS.<br><br>For any other schools or education enquiries, select OTHER." }

Can anyone shed any insight as to why..? Or perhaps offer alternatives ways of achieving the same thing?

Thanks