Labour calls breached laws over privacy

The calls, featuring a recorded message from Coronation Street actress Liz Dawn, were targeted at around 495,000 people in areas with strong Labour support to encourage them to turn out to vote in the local and European elections last June.

Deputy Information Commissioner David Smith said yesterday that calls of that type could cause "annoyance and disruption" to those receiving them.

He ordered Labour to ensure that no further automated direct marketing calls were made without consent, warning that failure to comply would be a criminal offence.

Labour had previously said it would stop automated calls of that kind after the Commissioner received a complaint about the use of the Liz Dawn recording in 2007, said Mr Smith.

At the time of the 2009 elections, the Commissioner received further complaints from a member of the public and the Scottish National Party.

Labour confirmed that it had made the calls to about 495,000 people, in what were believed to be Labour supporting areas.

Mr Smith said: "The Information Commissioner's Office has consistently made clear that the promotion of a political party counts as marketing. We have previously issued detailed guidance to all major political parties on this subject.

"The Labour Party has breached privacy rules by making automated marketing calls to individuals who have not consented to receiving such calls.

"The fact that the calls were targeted at what were believed to be Labour-supporting areas confirmed our view that they were designed to promote the Labour Party's electoral cause by encouraging Labour supporters to vote.

"Automated calls can cause annoyance and disruption, which is why it is so important for organisations making such calls to gain the consent of individuals."