The Conservative Party formed the government in 1979, and was led by Margaret Thatcher. These words epitomised her neoliberal philosophy:

Her political agenda was driven by the aims of ‘rolling back the state’ and of reinstating market values, family values and individual choice (Williams, 1999). Although in many ways the welfare state would stay substantially intact (King and Waldron, 1988; Cochrane and Clarke, 1993), there is a general view that her administration completed the gradual fracturing of the postwar welfare consensus (Sullivan, 1996). In doing so, it aimed to change the nature of the relationship between the state and individuals by reinforcing individual responsibility and reducing dependency.

There were clear signs of change that would impact on information policy. The intention of the government seemed to be to develop a more residual welfare state (Hewitt, 1999). Growing welfare expenditure was perceived as retarding economic growth (Heywood, 1992). The recession of the 1970s had resulted in more people being eligible for benefits, while at the same time governments felt the need to pursue austerity measures in public spending. In an unfavourable economic climate, there was hostility to the social security system and to claimants (Walker, 1982). A welfare state originally aiming to alleviate poverty and provide the security of a basic income for all was criticised for encouraging dependency (Cox, 1998).

Definitions of citizenship and the balance between rights and responsibilities explicitly shifted. Lister (1998b, p 312) observes that, after 1979, there was:

The implication of the New Right philosophy for the provision of information about welfare entitlements is complex and sometimes contradictory. Market liberals whose overriding concern is with choice and consumerism would be expected to be generally in favour of disseminating information to enable people to make choices. Thatcher's government was anxious to change what were seen as ingrained attitudes to the welfare state. This pedagogic mission could be seen to add pressure to provide more – not less – information.