The Direct Marketing Association (DMA) is in talks with government officials over the implications of new environmental guidelines that will require advertisers to pay towards recycling direct mail.
Under plans announced earlier this year by environment minister Michael Meacher in The Waste Strategy for England and Wales, firms would, for the first time, have a duty to pay for the cost of recovering 'junk-mail'.
DMA director of development and postal affairs David Robottom said the meeting with the Department of the Environment, Transport and the Regions would be a fact-finding mission to assess the likely impact of the strategy on DMA members and advertisers. The meeting was taking place as Marketing went to press on Tuesday.
'The government, despite using inflammatory language about junk mail, has indicated that it wants to help the industry,' Robottom said. 'The DMA already has an environmental strategy, so we will be interested in how the proposals would work.'
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