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An undercover investigation by the programme has found that the party used a market research firm to make thousands of cold calls to voters in marginal seats in the weeks before the election.
Call centre employees working on behalf of the party used a script that appeared to canvass for support rather than conduct market research. On the day of the election, call centre employees contacted voters to promote individual candidates, which may be a breach of electoral law, the investigation claimed.
At the start of the election campaign, the information commissioner, Elizabeth Denham, wrote to all the major political parties reminding them of the law around telephone calls and data protection. She said that calling voters to promote a political party was “direct marketing” and was regulated by law.
The government also announced during the campaign that it wanted to tighten up the laws on nuisance calls and a bill on the issue was included in the Queen’s speech.
The Channel 4 News investigation, which ran over several weeks, found that a team employed by the Conservatives rang voters from a call centre in Neath, south Wales.
Operating from a script, the staff carried out calls for “market research” and “polling”. Identifying likely Tory voters in marginal seats could be important for the get-out-the-vote operation on election day, and also enable a political party to better direct its canvassing operation.
On election day, undecided voters were told that “the election result in your marginal constituency is going to be very close between Theresa May’s Conservatives and Jeremy Corbyn’s Labour party”.
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They were then asked: “So does knowing that you live in a marginal constituency that will determine who is prime minister for the Brexit negotiations, does that make you a lot more likely to vote for Theresa May’s Conservative candidate or a little more likely to vote for Theresa May’s Conservative candidate, or are you still unsure, or does it not make a difference?”
At an earlier stage of the campaign, the call centre staff said they were calling from a company called Axe Research, which does not appear to exist. Under the Data Protection Act, callers must disclose who they are and how the data will be used