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Voters will be able to opt out of having their electoral roll

details passed on to the direct marketing industry, in a move announced

by the government yesterday and greeted with outrage by marketers.

Colin Lloyd, chief executive of the Direct Marketing Association (DMA),

warned that the decision would cost the industry millions in additional

data costs, cause job losses and damage smaller businesses.

After an 18-month investigation by the Home Office working party on

electoral procedures, the government recommended that an opt-out box be

placed on electoral registration forms.

A working party statement said: ’In our view, although the economic

arguments for retaining a commercially available register are strong,

electors should be given a say in what information should be made

available commercially.’

Lloyd said: ’As an industry, we are upset that we were refused the

opportunity to present our case to the Home Office. We are extremely

concerned that putting a tick box on the form makes it too easy for

people to opt out. Our suggestion would have been to include a mailing

preference service form with the registration form, which would have

provided consumers with a balanced view.’

The DMA argues that there are significant benefits to voters in making

their details available commercially in terms of getting credit details

checked. The electoral register is also used to update other lists and

ensure addresses and personal details are up to date.

The proposals will now go to Home Secretary Jack Straw, who will decide

how quickly to proceed. The DM industry still has an opportunity to

lobby him, but it is thought likely that the ’opt-out’ will now appear

on electoral registration forms sent out by local authorities.