Government searches for ID card campaign marketer

The Government is looking for a marketer to spearhead its controversial ID card scheme, in an attempt to allay misgivings about the concept and promote it to the general public.

Home Secretary David Blunkett’s move to appoint a head of marketing for the ID cards programme is going ahead, despite the fact there has been no Parliamentary approval. Legislation enabling the Government to issue citizens with the cards is likely to be part of the Queen’s speech next year.

A spokesman for the Home Office says: “The role is about preparing for Parliament, not the immediate selling or promotion of the cards. Research indicates that while there is increased awareness of the proposals for ID cards, more needs to be done to improve understanding of the proposals among the general public.” The role will be a one-year secondment through the Whitehall and Industry Group.

Blunkett’s proposed ID scheme is likely to be used as a photocard passport in coming years. The plans have been opposed by civil liberties groups.

The spokesman adds: “This is an ambitious, long-term project which will be introduced incrementally over a number of years. ID cards are vital to the country’s future and we are determined to get it right. Bringing in expertise from outside Government at this early stage will help us do that.

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