Challenging new targets set for direct mail

DEPARTMENT FOR THE ENVIRONMENT, FOOD AND RURAL AFFAIRS News Release (326/03) issued by the Government News Network on 5 August 2003

Tough new targets for more collection and recycling of direct ("junk") mail were agreed today in an initiative that should also cut the amount of direct mail delivered to British homes.

Government and industry have signed an historic agreement after many months of negotiation to increase the amount of junk mail that is recycled. 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.

As a result of discussions with the Direct Marketing Association (DMA), the paper and printing industries, the Royal Mail and local authorities, the Government and the DMA have signed an agreement that sets rising recycling targets. By the end of 2005, 30% of all waste direct mail is to be recycled. Corresponding percentage recycling targets have also been set for 2009 (55%) and 2013 (70%). The agreement also includes a Waste Strategy, which aims to improve the targeting of direct mail and promotions to ensure that full use is made of available suppression files.

Elliot Morley, Minister for the Environment announced that the scheme, which meets a commitment made in the Waste Strategy 2000 programme, would result in an increase in the amount of direct mail sent for recycling.

He said: "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. 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."

The DMA will also be publicising the mailing preference service (MPS), a scheme which allows householders to opt out of being sent direct mail altogether. They will be working in tandem with Planet Ark, an Australian not-for-profit environmental organisation.

Notes for Editors

1. The Agreement is with the Direct Marketing Association (DMA), which represents about 900 members involved at various stages of the direct mail and promotions industry.

2. The Royal Mail, the Confederation of Paper Industries (CPI), the British Printing Industries Federation (BPIF) and the Local Authorities Recycling Advisory Committee (LARAC) have also been involved in producing this Agreement.

3. The Government's Waste Strategy 2000 stated, at paragraph 3.20, "We will develop an initiative on producer responsibility for junk mail, working with the Direct Marketing Association and other trade bodies".

4. Further details of the Agreement can be obtained from the Direct Marketing Association. The DMA is located at 70 Margaret Street, London W1W 8SS. Tel. (020) 7291 3300.

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