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.
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.
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.
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.
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