Direct mail industry agrees to waste-saving measures

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Companies have been forced to tighten their direct mail strategies after agreeing new measures with the government which are aimed at reducing waste.

The new guidelines follow a "responsibility" deal with the Department for Environment, Food and Rural Affairs intended to deal with criticism from some environmental groups over the amount of "junk" mail that is sent.

Companies will also develop a carbon calculator for all paper direct marketing material so as to be able to see their carbon footprint from the direct mail they produce.

According to Marketing Week, head of postal and environmental affairs at the Direct Marketing Association Alex Walsh said the industry hoped this action would be able to ward off the threat of statutory regulation.

Environment secretary Caroline Spelman said the point of the regulations were to ensure that the direct mail people receive was of a higher standard and is fully recyclable.

Last month, Ofcom suggested that Royal Mail should be able to set its own prices and increase the amount companies pay for their bulk direct mail in order to combat losses within the organisation.