Gov dismisses claims it has dropped scheme to curb junk mail

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The Government has dismissed allegations it has axed its long-gestating scheme to curb junk mail.

In response to allegations in The Times, the Direct Marketing Association (DMA) has confirmed that the door stop preference service it is developing with the Department of the Environment and Rural Affairs (Defra) is still underway. The service, a website that will allow users to opt out of having junk mail posted through their doors, was due to go live in 2012.

The Times claimed that differences between Defra and the DMA had halted its development. It referenced documents obtained through freedom of information requests to show that the site had actually been built but did not go live.

The DMA has since clarified the site’s development, which it led, was at no cost to the public and added that it was vital the project had the backing of all involved organisations before moving forward.

In a statement Defra said: “We recognise the impact unaddressed mail has on householders and the environment. Through voluntary deals with industry we are working to ensure printed advertisements and magazines are greener, distributed in a manner which minimises waste and promotes household recycling. We would also encourage people to use existing ‘opt-out’ services operated by the Direct Marketing Association and the Royal Mail to help avoid unwanted mail.”

The revamped scheme would have allowed people to opt out of both addressed and unaddressed nuisance mail directly from the site, whereas currently they can only opt out of addressed junk mail. Additionally, people needed to send requests by posts to both Defra and the DMA in order to register, which lasts for two years.

An estimated 12 billion items of junk mail are posted each year, equating to wood from five million trees.

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