Electoral Roll opt-out level climbs to 37%

by Daniel Farey-Jones, Brand Republic 13-Oct-06, 07:00

LONDON - The level of opt-outs from the Electoral Roll has jumped from 33% to 37%, the biggest increase since 2003, according to Experian.

The figures measure the percentage of people registered on the roll who have opted out of having their data used for marketing purposes, as at September 1 2006 and September 1 2005.

Experian has processed the Rolling Register data it has received from local authorities, and has started to load the data into its National Canvasse prospect database.

The data provides a snapshot of the number of people registered to vote for the first time, the number who have moved, and the number who have requested that their data is not used for marketing purposes.

National Canvasse provides marketing information on more than 40m UK adults.

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