DIRECT: Electoral roll opt-out delayed for a year

Government plans to introduce a consumer direct mail opt-out into the electoral roll are likely to be delayed for another year, because the Home Office does not have enough time to devote to the issue.

Government plans to introduce a consumer direct mail opt-out into the electoral roll are likely to be delayed for another year, because the Home Office does not have enough time to devote to the issue.

A series of draft regulations, which will be introduced as part of the Representation of the People Act, will offer the DM industry access to consumer data for list-cleaning purposes. The government will allow access to the roll providing that the industry can develop a secure system for managing it.

The proposals to give consumers the choice to stop their details being made available to DM firms will prevent the entire roll being used as a mailing list. But these are now unlikely to be implemented until about this time next year.

The Direct Marketing Association recently submitted to Home Office officials a proposal on how to explain the opt-out to consumers. But DMA director of legal and legislative affairs Jo Whyte said: 'We have been informed that the Home Office is unlikely to make any headway in the immediate future.'



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