Nearly 550,000 tonnes of paper are used in direct mail and promotions every year in the form of direct mail, door-to-door advertising material and newspaper inserts. It is now proposed that the material will be recycled with used newspapers and magazines.
One of Europe’s largest trade associations in the marketing and communications sector, the DMA believes the current recovery rate for direct mail material is about 13%.
Following discussions between the DMA, the Department for Environment, Food and Rural Affairs, the paper and printing industries, the Royal Mail and local authorities, the Government and the DMA have signed an agreement that sets targets increasing the junk mail recycling rate to:
- 30% by end of 2005
- 55% by end of 2009
- 70% by end of 2013
The DMA said that this will be achieved by setting up systems to increase the collection and recycling of junk mail, publicising the services available to consumers who do not wish to receive direct marketing materials and improving the targeting of promotions material being sent out.
A guide to the acceptable materials, chemicals and contaminants that should be used, or avoided, in the production of direct mail has also been produced for the industry.
Commenting on the agreement, the DMA director of development and postal affairs, David Robottom, said: “This initiative will be promoted heavily to the DMA membership and wider industry through a range of communication activities, whilst we will also be working with member companies to ensure the effective implementation of the scheme and to meet the targets set.”
Responsibility
Environment minister Elliot Morley welcomed the agreement, saying: “I am delighted that we have reached an agreement with the direct mail and promotions industry on a scheme for the raising the recycling rates of waste direct mail. This scheme meets our commitment in Waste Strategy 2000. We are determined that producers must take responsibility for their products when they become waste and the DMA is playing its part in tackling one part of the UK's waste problem through this voluntary agreement.”
The minister added: “Householders now know that if they dispose of waste direct mail sensibly, it will be recycled. The agreement also includes a commitment by the industry to improve the targeting of direct mail so that householders can opt out of being sent direct mail and promotions material.”
Awareness
A national consumer education campaign is expected to begin in the autumn to raise awareness of the Mailing Preference Service, which removes consumers from direct marketing lists. Run in partnership with Planet Ark, an Australian not-for-profit environmental awareness organisation, both consumers and local authorities will be targeted to ensure that they are aware of the service.
Planet Ark will also help to promote the development of effective kerbside collection services so that direct mail materials can be recycled along with newspapers across every UK household.
The DMA will report to the government on its progress towards meeting these targets at the end of 2005 and at the end of 2009.
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