It took place at the Advertising Association, the umbrella trade body for the industry, and was attended by representatives from the AA, advertiser body ISBA, agency body IPA, the Direct Marketing Association, Royal Mail, and the Data Publishers Association, and observers from Postcomm and Postwatch.
The IPA has been at loggerheads with the DMA for taking a stance on making direct mail opt-in in common with email marketing.
Ahead of the meeting the IPA director-general Hamish Pringle had called for the debate to be settled by surveying the chief executives of the UK's largest direct mail users about their feelings about opt-in/out (Marketing Direct, October 2).
The consensus agreed at the meeting overrules the IPA's stance in favour of the status quo, according to a statement issued by the Advertising Association today.
The statement said the meeting was "positive and productive" and all parties agreed to an industry-wide initiative adopting four common principles:
- To positively defend and proactively promote the amenity provided by direct marketing;
- To promote choice for consumers by supporting brands' freedom to engage in permission marketing appropriate to different media;
- To commit to reducing waste through a positive environmental approach and the optimal targeting of direct mail;
- To support the Advertising Association's campaign to make the positive case for advertising.
Baroness Peta Buscombe, chief executive of the Advertising Association, said: "I was very impressed by the firm agreement and determination around the table to make the positive case for direct marketing and advertising.
"These common principles are a good start and they will be underpinned by action in making sure that politicians, officials and opinion formers fully understand the industry's commitment to social responsibility in providing the valuable amenity of direct mail."