For the past 10 years the DMA has had mechanisms in place to reduce wastage, such as the Mailing Preference Service (MPS), which allows consumers to register their wish to limit the amount of direct mail they receive.

In July 2003, to help influence long-term economic and environmental sustainability for the Direct Marketing industry, the DMA signed an agreement with the Department for the Environment, Food and Rural Affairs (DEFRA) to develop a Direct Mail and Promotions Producer Responsibility Scheme.

This agreement aims to increase the collection and recycling of direct mail and promotions material, to publicise the services available to those who do not wish to receive direct mail, and to improve the targeting of direct mail and promotions material. The first report on progress to the end of 2005 was published at the beginning of 2007 and a further progress report is due in 2009.

As a further demonstration of it’s commitment the DMA has launched a series of environmental guides called Green Matters that provide advice and information on best practice to enable the Direct Marketing industry to minimise the environmental impact of its activities. And as Europe's largest trade association in the marketing and communications sector we’re taking a leading role in shaping the industry.