Experian's figures show that opt-out to the 2006 ER reached 31.8 per cent last year, an increase of 2.5 percentage points on the previous year's figures, while EuroDirect's figures just top this at 32.3 per cent.
According to EuroDirect, the local authorities with the highest opt-out levels are Bridgend (77.0 per cent), Kennet (74.8 per cent) and Eden (67.2 per cent). Those with the lowest opt-out levels include North Tayside & Angus (5.3 per cent), and Gedling (6.1 per cent).
Experian's figures pinpoint the local authorities that have seen the biggest changes since the 2005 ER. Wandsworth, for example, had a 72.3 per cent opt-out rate in 2004, which fell by 18.5 percentage points last year to 53.8 per cent.
Those with the highest increase in opt-out rates include Balleymoney, which rose from 30.3 per cent to 61.5 per cent, and Hammersmith & Fulham, which saw a 28.9 per cent rise to 56.9 per cent.
Mike Green, CEO of Skipton Information Group which includes EuroDirect, is concerned by the rise in overall opt-out levels. "Since the legislation was introduced, about 14.5 million less consumers are available in the UK for targeting," he noted.
"The industry needs to be aware of the importance of supplementing the Electoral Roll with other data sources to sustain access to the consumer universe, especially when targeting localised campaigns."
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