A good cost per acquisition. If you're selling superyachts.

It's no secret that I don't like ID cards.

That said, it's time for a fair and impartial look at the government's investment of half a million in advertising money to publicise their trial run in Manchester. It can be fair and impartial and still anti ID cards because... well you'll see in a minute.


1300 people have signed up.

For half a million pounds.

Lets pretend loads of them aren't civil servants and journalists and say 1300 people saw the advertising and thought "I've just got to have one of those".

That's a cost per acquisition of £385. Bargain.

At that price, persuading 48 million adults for a national role out will cost £18,480,000,000 (yes, I know that's a silly calculation, I've stopped being fair and impartial now.)


Can we just abandon this monumental waste of money please?

Unethical marketing

Some time ago I asked, "Are there any brands you'd refuse to work on, even if it meant losing your job?"

For me, cigarettes? Sure, no problem. If people don't know the dangers by now then more fool them. Alcohol? Gladly - and pass the free samples. Baby milk to third world countries? Maybe not...

ID cards? Absolutely no way.


The Home Office is about to spend £500,000 on a campaign in support of ID cards. Five hundred grand on a project that the Tories have committed to canning after they wipe the floor with Labour next year. What a waste. I'm not a Conservative, but I'm going to stay up late and enjoy election night this time around. Cheerio Jacqui.