DTY.L Regulatory News (DTY)

1. Identity of the issuer or the underlying issuer of existing shares to which voting rights are attached: ii

Dignity Plc

2. Reason for the notification (please tick the appropriate box or boxes):

An acquisition or disposal of voting rights

X

An acquisition or disposal of qualifying financial instruments which may result in the acquisition of shares already issued to which voting rights are attached

An acquisition or disposal of instruments with similar economic effect to qualifying financial instruments

An event changing the breakdown of voting rights

Other (please specify):

3. Full name of person(s) subject to the notification obligation: iii

Baring Asset Management Limited ("BAM")

OppenheimerFunds, Inc. ("OFI")

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

August 20, 2010

6. Date on which issuer notified:

August 24, 2010

7. Threshold(s) that is/are crossed or reached: vi, vii

4% (OFI independently crossed the 4% threshold)

8. Notified details:

Company Secretary @ company.secretary@dignityuk.co.uk

Plantsbrook House, 94 The Parade, Sutton Coldfield, West Midlands B72 1PH

A: Voting rights attached to shares viii, ix

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 x

Direct

Direct xi

Indirect xii

Direct

Indirect

GB00B14W3659

1,166 (BAM)

1,924,513 (OFI)

1,925,679 (Total)

1,166 (BAM)

1,924,513 (OFI)

1,925,679 (Total)

1,166 (BAM)

2,759,244 (OFI)

2,760,410 (Total)

1,166 (BAM)

2,759,244 (OFI)

2,760,410 (Total)

.0018% (BAM)

4.3193% (OFI)

4.3211% (Total)

B: Qualifying Financial Instruments

Resulting situation after the triggering transaction

Type of financial instrument

Expiration date xiii

Exercise/ Conversion Period xiv

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 Instruments xv, xvi

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

Total (A+B+C)

Number of voting rights

Percentage of voting rights

2,760,410

4.3211%

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

The percentage of holdings noted above is based on total outstanding shares of 63,881,627.

Massachusetts Mutual Life Insurance Company is the parent company of Baring Asset Management ("BAM") and OppenheimerFunds, Inc. ("OFI").

Proxy Voting:

10. Name of the proxy holder:

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:

Wendy Stechmann, Massachusetts Mutual Life Insurance Company

15. Contact telephone number:

011(413)744-6612