DM industry prepares for second BBC “junk” attack

The direct marketing industry is launching a PR offensive ahead of another BBC probe into the environmental impact of “junk” mail.

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An item on advertising mail will run tonight (23 November) on new BBC1 magazine show “That’s Britain” discussing the potential impact of the recent “responsibility deal” agreed between the industry and government and the public’s view on junk mail.

Direct Marketing Association chief executive Chris Combermale and environment minister Caroline Spelman have been interviewed for the eight minute feature.

The “That’s Britain” piece will be the second BBC show this year to discuss the environmental impact of mail following Panorama’s “Why Hate Junk Mail?” special in July, which accused direct marketers of “invading” homes with junk.

The DMA is hoping that the feature will be more “balanced” than Panorama, which it claimed was overtly negative.

An email has been sent to DMA members calling on them to “come together and show support for the sector when it comes under scrutiny”. The message includes a factsheet on the industry’s environmental achievements and a request to get involved in any social media debate that follows the show.

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