Stephen Pidgeon told that the actions of a small number of charities could provoke a draconian reaction from the Government.
At least one previous minister for the environment, David Milliband, threatened opt-in for the entire direct mail channel.
IoF's direct marketing code of practice seeks to ensure that direct mail is decent, honest and transparent, providing potential supporters with the tools to make an informed decision about whether to support a cause, according to the IoF’s website.
Shock tactics and certain types of enclosures in direct mail are discouraged in the IoF’s direct mail code.
Unless self-regulation becomes more effective, Pidgeon told Third Sector, the Government could enforce opt-in. Currently, consumers must opt-out of having their data passed on to their parties, and register with the Mailing Preference Service if they don’t want to receive direct mail.
"There are 10, maybe 12 charities that consistently break the code of practice and potentially screw the whole sector," Pidgeon told Third Sector. "One day the Government will say no more junk mail - opting in only - and the amount of money that would be removed from the sector is frightening."
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