DMA leads alliance to set environmental standard

Taking a leading role in shaping the industry and reducing its environmental impact, the Direct Marketing Association (DMA) has developed an alliance of like-minded member companies to partner with BSI British Standards to create the first standard for environmental performance in the field of direct marketing.

The Publicly Available Specification (PAS) is expected to form a benchmark for the UK and potentially across other industries and will enable users to make a verifiable environmental claim. It will provide a vital business and future-proofing tool to add substantial value and credibility to businesses. The alliance, comprising Royal Mail; Acxiom, one of the UK’s largest data companies; ISBA, the voice of British advertisers; and the TPS, the consumer telephone suppression file, has proved fundamental in gaining the necessary support and funding for the scheme.

The standard will be independently facilitated by BSI and is expected to take nine to 12 months to develop. The development process will build consensus around a way forward that is pragmatic and achievable, underpinned by good practice. BSI will carry out research and consult with key stakeholders from government and industry such as Defra, WRAP and the Environment Agency, as well as other relevant trade associations and key consumer groups.

All areas of direct marketing will be covered by the standard from email marketing to direct mail to field marketing. The consultation process will provide insight into how the environment relates to each business sector where initially the connection may not be obvious.

This standard will complement the DMA’s drive to raise standards in the direct marketing industry through its promotion of best practice guidelines and self-regulation. It is also hoped that by creating a single national standard, the organisation will be able to rapidly promote understanding and recognition of the values behind the scheme. It forms the main thrust of the DMA Environmental Strategy which was announced as the focus of activity for the DMA at the end of 2006. Other environmental activities include partnerships with Envirowise and Friends of the Earth to develop a series of sector-specific ‘Enviro-guides’ which will enable members to work to environmental best practice guidelines, the development of a direct marketing carbon calculator and specific environment training and events. Details of these initiatives will be announced later in the year.