Figures for the opt-out rate on the Electoral Roll published for 2010 show that one million more consumers have chosen not to allow their name and address to be made available for marketing purposes. Analysis carried out by Callcredit Information Group has revealed a record level of opt outs at 46 per cent, up 2 per cent from the 2009 version.
CIG calculates that 21.2 million UK residents have now withheld their personal data from the Edited Electoral Register since the opt-out was introduced in 2002. In the first year of having an option, 22 per cent exercised their right, a figure which had doubled to 44 per cent by the start of 2009.
Caroline Worboys, managing director of Callcredit Information Group, marketing solutions division, says: “Although the rate of increase in opt-out seems to be reducing slightly year-on-year, the situation is getting ever worse for marketers. The marketplace has lost access to over 21 million people over the last eight years through the introduction of the Edited Electoral Roll. It’s therefore vital that marketers open their doors to other data sources to help them tackle data shortages, especially in localised areas where opt-out rates are at their highest.”
The findings come as the Ministry of Justice carries out a consultation exercise into access to the EER. This was triggered by Recommendation 19 of the Walport Data Sharing Review in 2008 suggesting sale of the roll should be ended immediately.