Guidance for Candidates and Agents at local government elections in England

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Unsolicited material addressed to voters

Costs associated with obtaining information and targeting or identifying voters, including database costs

This includes the cost of accessing, obtaining, purchasing, developing or maintaining:

  • IT software or contact databases
  • any information, by whatever means

that is used to facilitate the sending of unsolicited material to voters.

For example, the purchase of email addresses to target voters

It includes the cost of accessing, obtaining or developing data sets, including data analytics to target voters by whatever means, including the cost of agencies, organisations or others that identify groups of voters, by whatever means.

For example, the cost of any agency paid to analyse social media content to facilitate targeting of voters in a specific electoral area and the cost of modelling by an agency based on that analysis.

It includes the cost of any services to identify voters that are purchased, developed or provided before the regulated period, but are used to target voters during the regulated period.

Where information or access to information is obtained from a third party, including a political party, the commercial cost of obtaining that information from the third party is included.

Costs associated with preparing, producing or distributing unsolicited material to voters, including via digital means

This includes the cost of use, or hire, of any:

  • agency, individual or organisation
  • services provided by any agency, individual or organisation
  • premises or facilities
  • equipment

that is used to:

  • prepare, produce or facilitate the production of the unsolicited material 
  • disseminate the unsolicited material by distribution or other means, including any cost attributable to increasing the visibility of material via any means

It includes the cost of delivering material by any means including electronic means or the physical distribution of the material.

For example, the cost of envelopes and stamps or the purchase of a system for sending emails. 
 

It includes the cost of accessing, developing and maintaining any digital or other network which promotes or increases the visibility of unsolicited material on any platform.

For example, a candidate pays a developer to create an app that facilitates targeting of their material on a social media channel.

It includes the cost of oversight and maintenance of all social media, digital or other forms of distribution of unsolicited material. This includes the maintenance of all social media accounts, including if they are maintained by another entity/individual.

Other costs that are included

It includes the cost of any rights or licensing fee for any image used in producing unsolicited material.

It includes the cost of paper or any other medium on which unsolicited material is printed.

It includes the cost of purchase, hire or use of:

  • photocopying equipment 
  • printing equipment

for use in the candidate’s election campaign, except where:

  • the equipment was acquired by the candidate principally for the candidate’s own personal use
  • it is provided by another individual, the equipment was acquired by that individual for their own personal use and the candidate is not charged for the use of it

Where paper, photocopying equipment or a printer is purchased or hired principally for use in the campaign, the full cost must be reported. 

It includes the cost of purchase and use of any other equipment in connection with:

  • preparation, production or facilitating the production of the unsolicited material 
  • dissemination by distribution or otherwise of the unsolicited material

It includes the cost of food and/or accommodation for any individual who provides service in connection with unsolicited material for the candidate that is paid for or reimbursed by the candidate, the candidate’s party or another third party.

Costs that are excluded

It does not include any cost associated with the obtaining of data as permitted under any statute or regulation.

For example, candidates are entitled to a copy of the electoral register.

Last updated: 29 November 2023