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The Direct Marketing Association (DMA) is calling on Data

Protection Registrar (DPR) Elizabeth France to support its case in

fighting Home Office proposals to restrict commercial use of electoral

roll data.

The two bodies will meet on November 2 for urgent talks on the

government’s proposals to allow consumers to opt out of their data being

passed on to direct marketers and credit checkers.

The DMA is offering a compromise that involves funding an information

leaflet to every household detailing the commercial uses to which data

is put, and the tighter restrictions on licences given to companies

which provide electoral roll data.

Traditionally, the DPR has taken an even harder line than the Home

Office on commercial use of electoral roll data, but there are signs

that its stance is beginning to shift.

David Smith, assistant registrar at the DPR, said: ’The marketing

industry’s attitude has been that they must continue to have full access

to the electoral roll.

’This is not a view we can accept. But we do have some sympathy for some

of their arguments and the DMA wants to see us to explore common

ground.’

Colin Fricker, legal affairs director at the DMA, said: ’We’re actually

not very far apart in our thinking, but we’re not promising anything.

Who knows what might happen?’

The DPR’s backing for the DMA challenge to the Home Office would be

valuable as the registrar’s voice is respected in Whitehall and will

carry influence with Home Secretary Jack Straw. Mr Straw will make the

final decision on whether to allow consumers to opt out.

The DMA will also meet with Home Office Junior Minister Mike O’Brien to

put forward its case.

Electoral roll supplier Experian estimates the Home Office proposal

could cost the industry pounds 500m.