The switch to web marketing, email and database driven profiling has prompted marketing regulators to go on the offensive in the run up to the election. “In the past some parties have flouted the rules”, Information Commissioner Christopher Graham told us. “That’s why today I’m issuing updated guidance for political parties covering email, direct mail, […]
The switch to web marketing, email and database driven profiling has prompted marketing regulators to go on the offensive in the run up to the election. “In the past some parties have flouted the rules”, Information Commissioner Christopher Graham told us. “That’s why today I’m issuing updated guidance for political parties covering email, direct mail, phone calls, automated calls…”
05/03/2010
In a direct assault on sloppy data management and poorly policed campaign practices, the ICO’s office told us they have developed much clearer rules for political campaigning in a move we see as signalling a step-change in their role.
“I intend to make sure everyone stays in line,” warned the Commissioner with absolute clarity. Since the Obama campaign raised the digital game in political campaigning, the ICO’s office have been shrewdly anticipating areas of potential weakness in what plays out through the UK election cycle. “The ICO is going to be alert throughout the campaigning, so we can have a good election campaign where online plays a key part.”
The guidelines are detailed the Commissioner showed us how “they cover a very wide range of purposes”. He has removed the wriggle room national and local party offices have had in the past, and is doing so with a tone of voice that is deliberately confrontational. In describing that “this will help political parties adhere”, the ICO has laid down the most clear of warnings that they will come down with a level of force never previously seen on parties who step beyond the line.
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