Industry 'skirting' green issues says Lib Dem Baker

by Noelle McElhatton, Marketing Direct 10-Sep-07, 13:00

LONDON - Green DM tactics such as printing mail on recycled paper is 'skirting around the edges' of the DM industry's obligation to improve its environmental record, according to Norman Baker, the Liberal Democrat MP for Lewes.

Baker, an outspoken critic of DM practices, expressed this opinion in the debate section of October's Marketing Direct magazine.

The self-appointed consumer champion - Baker supports reform of the monarchy, abandoning nuclear power and more responsible use of four-wheel drives, amongst other causes - has been vociferous in his criticism of direct mail as a scourge of the environment. This is despite his own party's use of door drops and other print forms of marketing.

However the tone of his Marketing Direct column was less incendiary than previous utterances on direct marketing. If the DM industry doesn't develop opt-in for direct mail, it should at least create "a system where those who don't want it can opt-out," he says. He reasons that both options would reduce the impact on the environment and help businesses cut costs.

Baker also calls on the Direct Marketing Association to be "more proactive" about the issue or face government-imposed regulation.

In the same debate, entitled ‘Is the DM industry paying lip service to eco-friendly issues?' Virgin Trains marketer Natalie Aitken argues that in the past six months the industry "has become more aware of the importance of environmental issues and its relevance to direct mail".

To read the full debate see Forum, Marketing Direct October 2007, or visit brandrepublic.com/marketingdirect.

Marketing Direct's ‘Profiting from green policies' conference will take place on 9 November 2007. Visit www.haymarketbusinessevents.co.uk/greenDM for more details.