Sixty-four per cent of people said that they will opt out of
having their electoral roll details passed on to the direct marketing
industry if given the choice, in an exclusive survey for
Marketing.
The survey of 1000 people carried out by NOP will make worrying
reading for the DM industry. Last week it was announced that a Home
Office working party on electoral reform is planning to let voters opt
out of having their details sold on to marketers (Marketing, July
15).
But our survey found 36% of people would still allow their details to
be passed on to businesses trying to sell them products or
services.
ABC1 social classes are more likely to opt out, with 69% saying they
would tick the box denying marketers access to their information,
compared with 59% of C2Ds.
Colin Fricker, director of legal and legislative affairs at the Direct
Marketing Association, said putting an opt-out box on the electoral
registration paper would ’trivialise a basic democratic process’.
See Analysis, page 13.
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