The Direct Marketing Association’s first set of environmental
guidelines are published this week in an attempt to combat the public’s
perceptions that direct mail is environmentally wasteful and
Recent research from the University of Bath shows that 65% of consumers
believe that direct marketing is damaging the environment due to the
large volume of paper used.
The guidelines, sent to all DMA members this week, advise companies to
appoint an environment officer and to develop an environmental policy
which is backed up by a firmly worded policy statement.
Recommendations cover recycling, energy conservation and adherence to
best practice in keeping accurate mailing lists.
The guidelines also recommend that client companies and agencies should
only use supply companies which abide by the guidelines.
Colin Lloyd, chief executive of the DMA, said: ’With the environment
firmly on the government’s agenda it’s time for the direct marketing
industry to take on its own responsibilities.’
However, some feel that the DMA should have acted much earlier.
Bill Portlock, planning director at the UK’s largest direct marketing
agency, WWAV Rapp Collins, said: ’I think that it’s all come a bit late.
It’s a good idea but the PR opportunity was lost about two years
Unlike the DMA’s statutory code of practice, which all members have to
adhere to, the environmental guidelines are not compulsory.