While many councils are using the leaflet drafted by the Electoral Commission, others are choosing to phrase the changes themselves with some using much stronger language.
"One leaflet says this is how you can get rid of junk mail," said Caroline Roberts, director of public affairs at the DMA. She is asking DMA members to send her as many different forms
as possible. "We can’t change the wording," she added, "but we intend to see if high opt-out is linked to the wording used."
Lambeth Council’s instructions say the edited version can be used for "commercial activities such as marketing and mailshots (junk mail)". Wandsworth Council has no use of the phrase junk mail at all but has launched a high profile poster campaign informing residents of the changes.
"We’re simply interested in getting people to register to vote," said a Wandsworth spokesman. "We don’t mind if they opt-out but we are explaining the changes as clearly as possible. Our aim is to increase response from 89-92 per cent, and we think our approach will help."
The Electoral Commission says it has not monitored which councils are using its leaflet, but confirmed that the 13 million it produced have all been distributed.
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