As Government, industry and consumers increasingly recognise the need to reduce waste and preserve natural resources worldwide, the Direct Marketing Association (UK) Ltd is striving to lead by example and ensure that the industry minimises its impact on the environment.

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.

To help influence long-term economic and environmental sustainability for the direct mail industry, the DMA signed an agreement with the Department for the Environment, Food and Rural Affairs (DEFRA) in July 2003, 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. Within the Producer Responsibility Scheme is a guide to the acceptable materials, chemicals and contaminants that should be used, or avoided, in the production of direct mail.

In October 2003 the DMA launched a national consumer awareness campaign to help reduce the amount of direct mail waste ending up in landfill, raise awareness of the MPS and highlight the differences between targeted direct mail and 'junk' mail. The campaign was run in partnership with Planet Ark, an international not-for-profit foundation that shows people how to reduce their impact on the environment both at home and at work.

The national awareness campaign was fronted by tennis champion and Planet Ark Co-founder, Pat Cash, and pop singer, Dannii Minogue. This was followed by national consumer press and marketing trade press advertising from October to December; a two-week postcard advertising in coffee shops nationally; information leaflets in Citizen's Advice Bureaux and website banner ads on supporting DMA member websites.

Launched in March 2004, the second stage of the DMA/Planet Ark environmental campaign focuses on the need for the industry to drastically increase its use of suppression files. A working party of industry experts was established to spearhead this initiative and provide practical advice and guidance notes for the industry. The working party has now produced a set of Suppression FAQs, to explain the benefits and the reasons for using suppression and dispel some of the myths surrounding this area.

To assess current perceptions and use of suppression amongst the industry, and gain insight into consumer views and practices in relation to direct mail two detailed attitudinal surveys are also being developed. The results of the consumer survey were announced last month in conjunction with the launch of the DMA/Planet Ark new consumer facing website www.ControlYourPost.co.uk to inform the public about the actions they can take to reduce unwanted or distressing mailings. The industry research will be carried out in Autumn 2004. The results will then be used to develop and implement relevant education and awareness activities that will initiate real and measurable change amongst the industry.