Feeds

Government spends £11k on ID card 'branding'

£1m spent on advertising, no public relations

Combat fraud and increase customer satisfaction

The government still seems to be shying away from spending too much money advertising its ID card and National ID Register schemes.

In a commons answer yesterday ID minister Meg Hillier said that the Identity and Passport Service had spent £1.3m so far buying "buying advertising space to communicate to the business community nationally and to consumers in Greater Manchester, north west England and London" about the ID card and National ID Register schemes.

Another £87,700 has been spent "on developing and printing marketing material such as brochures, leaflets and application guidance notes for consumers in Greater Manchester, north west of England, London and airside workers".

Public relations spending on the scheme has so far amounted to a a big fat zero - the government presumably relying on Whitehall's inhouse comms staff to set the press right on the ins and outs of the scheme.

Hillier said the government had ponied up £11,930 for "branding" associated with the scheme. We presume they're talking logos, umbrellas and the like, though with people liable for fines if they don't keep their entry on the NIR up to date, perhaps having their details burned on to their backsides is indeed a sensible option. Though that still leaves the issue of where to shove the biometric chip.

Hilliers' answer follows one from immigration minister Phil Woolas last October, when the government revealed it had 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".

Woolas also said 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".

While many would applaud the government for not hurling money at media consultants, it does seem strange that the flagship ID scheme has attracted so little marketing oomph from a government supposedly obsessed with branding and marketing.

It's almost as if someone just wanted the scheme to fade away of its own accord, or alternatively was waiting to see if they could sneak back into power before ramming it down the public's throat. ®

Top three mobile application threats

More from The Register

next story
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
German space centre endures cyber attack
Chinese code retrieved but NSA hack not ruled out
APPLE FAILS to ditch class action suit over ebook PRICE-FIX fiasco
Do not pass go, do cough (up to) $840m in damages
Whoever you vote for, Google gets in
Report uncovers giant octopus squid of lobbying influence
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
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.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
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.