When I speak to the political parties, and we've talked to all the main political parties and the campaigns in the U.K., I think what they're looking for, although they know that more research and perhaps more specific targeting can be done to reach potential and existing supporters, it could be that technologies have got away on us.
The principles of the law, the accountabilities, and the transparency are still really important to maintain the trust and confidence of voters. Just because we have new research methods, or just because people are arguing that these are more effective ways to reach potential voters and supporters doesn't make it right.
We need to look at whether there are some red lines here for the kind of back room, back office data matching and profiling that is possible in today's world. Now is the time to do it, because if we don't get the public policy right now, then we risk losing the confidence and trust of people down the road as these techniques become more effective and more freely available.
One of the recommendations in my report is going to be for a very specific enforceable code of conduct in the use of data analytics in the political context.