Feeds

UK.gov backs ID scheme with peanuts promo spend

So good it'll sell itself!

3 Big data security analytics techniques

The government is so sure that the UK public can't wait to get their hands on ID cards that it is spending next to nothing to promote the scheme.

Successive Home Secretaries have insisted that the UK populace is thoroughly convinced of the case for ID cards, and is just waiting to rush out and insert themselves on the mega ID database as soon as it's up and running.

That's despite research from NO2ID that suggests public support for the scheme is at an all time low, with 60 per cent of respondents to its polls saying the scheme is a "bad idea". This compares to 43 per cent having doubts back in 2005.

Perhaps this might have something to do with the promotion budget for the scheme, which to date barely amounts to a hill of beans, at least in government terms.

Phil Woolas told the commons, in an answer to a written question yesterday, that in the 2009 financial year, the government paid £62,000 "to marketing communication agencies for public information activities to ensure businesses were aware of the Identity Card for Foreign Nationals when it was introduced in November 2008."

This was followed with the information that "payments of £464,314 have been made to marketing communication agencies by the Identity and Passport Service in preparation for the launch of the Identity Card and Identification Card for UK citizens in Greater Manchester and for airside workers later this year."

Woolas added that no payments had been made to public relations firms to promote the card in either of those years.

Whether you agree with the ID card or not, this seems like a paltry sum to promote a policy that has helped the Labour Party alienate key parts of its traditional base.

It's even more stunning when you consider that the Central Office of Information spent a total of £540m on marketing and communications in the year to 2009, up 43 per cent on the year.

Still, this silent treatment is about to come to an end. Last month the government signed off a £500,000 plus cartoon ad to push the scheme. ®

Combat fraud and increase customer satisfaction

More from The Register

next story
EU: Let's cost financial traders $400m a day, because EVIL BANKERS. Right?
Wait 'til this one hits your pension fund where it hurts
Systems meltdown plunges US immigration courts into pen-and-paper stone age
Massive outage could last four weeks, sources claim
Lavabit loses contempt of court appeal over protecting Snowden, customers
Judges rule complaints about government power are too little, too late
Don't let no-hire pact suit witnesses call Steve Jobs a bullyboy, plead Apple and Google
'Irrelevant' character evidence should be excluded – lawyers
Record labels sue Pandora over vintage song royalties
Companies want payout on recordings made before 1972
EFF: Feds plan to put 52 MILLION FACES into recognition database
System would identify faces as part of biometrics collection
Edward Snowden on his Putin TV appearance: 'Why all the criticism?'
Denies Q&A cameo was meant to slam US, big-up Russia
Ex-Tony Blair adviser is new top boss at UK spy-hive GCHQ
Robert Hannigan to replace Sir Iain Lobban in the autumn
Judge halts spread of zombie Nortel patents to Texas in Google trial
Epic Rockstar patent war to be waged in California
prev story

Whitepapers

Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.