The British government is looking to recruit a senior PR professional to help sell the controversial UK National Identity Cards Scheme [3]. The yet-to-be appointed Director of Marketing and Communications will will help oversee the roll-out of the ID cards, which are scheduled to be introduced in 2009. PR Week reports that, since first being proposed, the scheme has attracted considerable criticism over "possible infringement of civil liberties, with the potential creation of a national identity database, and the cost."