DMA strengthens sustainability codes

The Direct Marketing Association (DMA) is looking to head-off regulatory crackdowns over the industry’s environmental record by strengthening its codes on sustainability.

The association has introduced a series of guidelines into its “DM code”, covering areas such as data hygiene, sourcing of sustainable paper and recycling messages on printed materials.

The self-regulatory body requires all its members to adhere to the DMA code.

The changes take place in a year that has seen the industry come under scrutiny over its environmental record. In January, an all-party group of MPs said it needs to do more to improve targeting and cut waste.

Consumer and environmental groups are also concerned that the decision to lift the limit on the amount of unaddressed mail the Royal Mail can deliver will lead to an uplift in junk mail.

David Metcalfe, chair of the DMA, says: “The best way to head-off onerous statutory controls is to maintain an effective self-regulatory system.”

To this end, the DMA is setting up a working group to tackle environmental issues. It has also developed environmental standard certification PAS 2020 with the BSI.

Meanwhile, George Kidd has been appointed chief commissioner of the Direct Marketing Commission, the independent body that upholds the DMA’s codes. The former chief executive of premium rate phone regulator PhonepayPlus, replaces Matti Alderson.

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