Notification of Major Interest in Shares 29/11/2010

29/11/2010

Notification of Major Interest in Shares

1. Identity of the issuer or the underlying issuer of existing shares to which voting rights are attached:ⁱⁱ	Dignity Plc
2. Reason for notification (please tick the appropriate box or boxes):
An acquisition or disposal of voting rights	Yes
An acquisition or disposal of financial instruments which may result in the acquisition of shares already issued to which voting rights are attached	No
An acquisition or disposal of instruments with similar economic effect to qualifying financial instruments	No
An event changing the breakdown of voting rights	No
Other (please specify):
3. Full name of person(s) subject to the notification obligation:ⁱⁱⁱ	AEGON Asset Management Group of Companies
4. Full name of shareholder(s) (if different from 3):^iv
5. Date of the transaction and date on which the threshold is crossed or reached: ^v	16 November 2010
6. Date on which issuer notified:	18 November 2010
7. Threshold(s) that is/are crossed or reached:	3%

8: Notified Details
A: Voting rights attached to shares
Class/type of shares if possible using the ISIN CODE	Situation previous to the triggering transaction		Resulting situation after the triggering transaction
	Number of Shares	Number of Voting Rights	Number of shares	Number of voting rights		% of voting rights
	Number of Shares	Number of Voting Rights	Number of shares	Direct xi	Indirect xii	Direct	Indirect
GB00B4JZFN18	1,771,499	1,771,499	Below 3%	Below 3%	Below 3%	n/a	n/a

B: Qualifying Financial Instruments
Resulting situation after the triggering transaction
Type of financial instrument	Expiration date	Exercise/ Conversion Period	Number of voting rights that may be acquired if the instrument is exercised/ converted.	% of voting rights

C: Financial Instruments with similar economic effect to Qualifying Financial
Resulting situation after the triggering transaction
Type of financial instrument	Exercise price	Expiration date ^xvii	Exercise/ Conversion period ^xviii	Number of voting rights instrument refers to	% of voting rights ^{xix, xx}
					Nominal	Delta
Contract for Difference	n/a	n/a	n/a	n/a	n/a	n/a

Total (A+B+C)
Number of voting rights	Percentage of voting rights
Below 3%	n/a

9. Chain of controlled undertakings through which the voting rights and/or the financial instruments are effectively held, if applicable:^xxi
Global AEGON Asset Management group “AAM” – AEGON Asset Management Holding BV AEGON Asset Management UK Holdings Ltd AEGON Asset Management UK plc AEGON Investment Management UK ltd AEGON ICVC

9. Chain of controlled undertakings through which the voting rights and/or the financial instruments are effectively held, if applicable:^xxi

Global AEGON Asset Management group “AAM” –

AEGON Asset Management Holding BV

AEGON Asset Management UK Holdings Ltd

AEGON Asset Management UK plc

AEGON Investment Management UK ltd

AEGON ICVC

Proxy Voting:
10. Name of the proxy holder:	Global AEGON Asset Management Group
11. Number of voting rights proxy holder will cease to hold:
12. Date on which proxy holder will cease to hold voting rights:
13. Additional information:
14. Contact name:	Miranda Beacham
15. Contact telephone number:	0131 549 3460