UK DMA to launch unaddressed MPS
The DMA (UK) is to introduce an unaddressed mailing preference service, despite industry fears that it will penalise members.
The unnamed scheme, due to launch in the next 12 months, enables consumers to avoid unaddressed leaflets and door-drops. However, DMA members have voiced concern that their mail will be stopped, while non- member’s will continue to be posted.
An industry source comments: “In principle, the scheme’s a good idea. But in practice it runs the danger of failing to meet consumer expectations, because, quite simply, it won’t be able to stop a considerable amount of unaddressed mail.”
Alex Walsh, head of postal affairs at the DMA, explains: “It is a complicated problem to resolve. We don’t want to launch a service that doesn’t work, but it’s a matter of principle that we launch it. Consumers should have the right to say ‘no’. It’s also an important part of our commitment to reduce waste.”
Mark Young, managing director of The Leaflet Company and chairman of the DMA’s Door to Door Council, states: “The biggest problem we face is that the system will only apply to DMA members at the moment. But we’re consulting ISBA and Newspaper Society to solve this.”
Royal Mail runs a similar scheme which consumers can join by post. However, according to the organisation’s customer services department, it is not advertised, as it blocks some Government correspondence.
