Tough recycling targets set to intensify debate with DMA

by Peter Crush, Marketing Direct 11-Mar-03

The war of words between the environment minister Michael Meacher and the DMA is set to intensify after Meacher proposed that all direct mail should carry information about how to join suppression services in an exclusive interview with Marketing Direct.

In the interview Meacher outlined his plans for setting tough recycling figures and reducing waste through better targeting. "Every envelope containing DM ought to have the phone number of the Mailing Preference Service on it as standard," he said.

The remark has been met with disbelief from the DMA, which has branded the idea as unworkable. According to David Robottom, DMA director of development and postal affairs, the proposal "does not strike a balance between the industry and consumers".

He added: "Doing this would interfere with the objectives of the advertisers who have a right to display their message."

The DMA was due to hear from DEFRA in early February if its proposals for setting its own voluntary recycling targets had been accepted. No word has yet been forthcoming as we went to press.

Robottom said: "We have plans for later in the year to link promotion of the MPS with recycling."

Meacher, however, is adamant that the DMA is not doing enough (see news analysis page 12).