The joint paper, signed by Environment Minister Elliot Morley and David Robottom, the DMA's director of development and postal affairs, sets out recycling targets of 30 per cent of delivered volume by 2005, 55 per cent by 2009 and 70 per cent by 2013.
This will be seen as a minor victory for the DMA, which earlier in the year was coming under pressure from former environment minister Michael Meacher to recycle 70 per cent of direct mail by 2005. But the agreed targets are still higher than the DMA's original suggestions of 27 per cent by 2005 and 45 per cent by 2010.
Agencies will now be responsible for ensuring packs contain the fewest number of contaminents, while printers have to ensure environmentally friendly paper and adhesives are used.
As part of the agreement, the DMA is partnering with Planet Ark, the Australian environmental foundation, to run a PR campaign to promote the MPS.
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