The government has hired advertising firm M&C Saatchi to try
to sell its controversial
national ID card scheme to the public.
The identity card scheme will launch in November. An estimated
50,000 non-European Union (EU) foreign nationals issued with cards
between then and April 2009.
Public relations consultants M&C Saatchi will start a
marketing campaign to persuade people of the benefits of the ID
card programme.
The government estimates the cost of the identity card scheme
to be £20bn.
The M&C Saatchi campaign will include TV adverts and
billboard posters. The cost of the M&C Saatchi campaign has not
been disclosed.
The government says ID cards will
help the fight against terrorism, serious organised crime, illegal
immigration, and benefit cheats.
Privacy campaigners say the
cards
infringe civil liberties.
Workers in sensitive security jobs, including air-side airport
workers, will be the next group to be issued with cards next
year.
The government still has not appointed a commissioner to
oversee the operation of the ID card scheme.