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Hold power to account in this election and beyond

With an election imminent, it’s crucial we continue to defend democracy and hold the powerful to account.

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General Election: Help us stop political parties misusing your data

We’re all working on the assumption that Rishi Sunak will find the courage to call a General Election sometime this year. Political parties are keener than ever to speak directly to you – but they can’t get into your inbox or social media feed unless they can capture your personal data.  With trust in political processes at an all-time low, being open, transparent and accountable about the use by political parties of your data is essential for a healthy democracy. But early indications show some political parties are riding roughshod over crucial data rights.

Case overview

When political parties take your data, they start to build a psychological profile and put you into segments which try to capture your values, opinions and attitudes. They then use these segments – like “Worcester woman” or “Workington man” – to make campaigning messages that appeal to these broad stereotypes. Rather than dealing with the big strategic political issues of our time, they tap into our insecurities, using micro-targeted digital ads to campaign on fear rather than hope.

Part of campaign: