The Direct Marketing Association (DMA) met the government last week
in the first stage of its fight against the Home Office’s plans to
restrict the use of electoral roll data for marketing purposes.
A Home Office working party is proposing the inclusion of a tick box on
electoral roll forms to enable consumers to prevent their details being
passed on for commercial use (Marketing, July 15).
The DMA is insisting that this idea be scrapped in favour of an opt-out
box on a separate leaflet, which will also explain the potential dangers
for consumers of opting out of providing data, such as the impact on
credit rating.
Colin Fricker, the DMA’s director of legal affairs, said: ’We formally
rejected the idea of an opt-out box (on the electoral roll forms) and
put forward our request for a leaflet. ’
The DMA is hoping to influence the working party ahead of publication of
its full report at the end of September. Home secretary Jack Straw will
then study the proposals before implementation.
The DMA is also pushing for the full electoral roll to be provided to
marketers, with a clearly marked list of consumers who wish to opt out.
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