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Labour hires Saatchi ad agency to ‘sell’ controversial ID cards launch in November

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UK Daily Mail
Sunday, Sept 7, 2008

The Government is paying a top advertising agency to ‘sell’ its controversial £20billion ID card scheme to the public.

The Home Office has employed M&C Saatchi to mount a marketing blitz ahead of the National Identity Scheme’s launch in November.

ID cards will allow the Government to hold the personal details of 60million citizens – including fingerprints and iris patterns – on a central database.

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But there are fears that fraudsters, terrorists or blackmailers could steal the information and use it for criminal purposes.

Despite this, the Home Office has ordered that all non-EU workers living in Britain hold an ID card as of November.

M&C Saatchi will begin the campaign with TV adverts and posters explaining the cards’ ‘benefits’ to a sceptical public.

  • A d v e r t i s e m e n t

The firm is also believed to be behind a Home Office website, www.mylifemyid.org, which has been advertised on social networking sites Facebook and Bebo since July.

The site invites youngsters to sign up for ID cards on a ‘purely voluntary basis’.

Full article here

This article was posted: Sunday, September 7, 2008 at 3:51 am





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