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Environment minister raises concerns over DM industry

by Noelle McElhatton Marketing Direct 07-Jan-08, 12:15

LONDON - Environment minister Joan Ruddock has warned the direct marketing industry that it needs to improve its environmental record if it is to avoid legislation such as a mandatory opt-in for direct mail.

Ruddock set out the government's views of DM's environmental record in an exclusive interview in the January 2008 issue of Marketing Direct magazine.

While she appreciated that "a lot of technical work has gone on" to make DM materials more environmentally friendly, she reminded the industry that opt-in for direct mail is "always on the table" if it doesn't meet the recycling targets agreed with the Department for Environment, Food and Rural Affairs back in 2003.

She said direct marketers needed to ensure they are "on course" to achieve the second recycling target agreed timed for 2009.

The government would not impose opt-in "lightly... but we could not stand by if the industry made no further response".

Having met with the Direct Marketing Association late last year, she said she was confident that direct marketers would respond. "We have established a relationship [with the DMA], but we want you to do more. We're not singling out this industry -- every industry and business across the land is being asked to do more for climate change."

For the full interview go to www.brandrepublic.com/MarketingDirect.