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DMA 'to improve sustainability guidelines'
Jul 14 2010, 16:04 PM
The Direct Marketing Association (DMA) has announced plans to strengthen its sustainability guidelines.
According to Marketing Week, the organisation has added advice on issues such as data hygiene, recycling messages and the sourcing of sustainable paper to its code.
"The best way to head off onerous statutory controls is to maintain an effective self-regulatory system," said DMA Chair David Metcalfe.
An all-party group of MPs said in January that direct marketing professionals need to do more reduce waste and improve targeting techniques.
Environmental groups have expressed some concern that the decision to lift the cap on the amount of unaddressed material that can be delivered by Royal Mail will lead to an increase in the amount being received by consumers.
Writing recently for the same publication, Richard Lees, Chairman of DBG, said it is vital that companies target material properly in order to engage the customer.
He noted that most people ignore direct mail unless it is relevant to them.
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