The value of the full Electoral Roll (ER) as a democratic tool is for politicians to decide. What should concern anybody with an interest in data at a UK population level is that removal of the Edited Electoral Roll (EER) from the market would mean that there would no longer be a single, universal and objectively created source of data on all adults. And yet this is precisely the position faced by the industry as T Read More

For the first time in a decade, the proportion of adults registering to vote who opt-out from having data used for marketing purposes has fallen. This is the first reversal of a trend which has seen increases since 2003 when consumers were first allowed to exercise their right. The overall average opt-out rate on the current Edited Electoral Role (EER) stands at 45% – compared to 46% last year. The EER is us Read More