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