The advertising industry has vowed to defend direct mail in the face of increasing political and consumer pressure.
Public anger over 'junk mail' and concerns about the environment have prompted the government to pass laws making it easier for consumers to opt out of receiving direct mail. Thousands of homes have now registered for the Mailing Preference Service, meaning direct marketers cannot legally keep the addresses on databases of prospective customers.
However, the industry is fighting back and plans to address concerns by encouraging and highlighting good practice.
The Advertising Association last week hosted a cross-industry direct marketing group, attended by representatives from the Incorporated Society of British Advertisers, which represents the clients, the Institute of Practitioners in Advertising, which in turn represents the advertising and media agencies, the Direct Marketing Association, Royal Mail and the Data Publishers Association. Observers from Postcomm and Postwatch also attended.
The meeting agreed to "positively defend and proactively promote the amenity provided by direct marketing", to fight for the right of brands to engage in permission marketing, and to support the Advertising Association's campaign to make a positive case for advertising.
The meeting also committed to reducing waste through a positive environmental approach and optimal targeting of direct mail.
Baroness Peta Buscombe, chief executive of the Advertising Association, said she was impressed by the firm agreement and determination around the table to make the positive case for direct marketing and advertising.
"These common principles are a good start and they will be underpinned by action in making sure that politicians, officials and opinion formers fully understand the industry's commitment to social responsibility in providing the valuable amenity of direct mail," she added.
The next meeting will focus on agreeing a strategy for how to promote direct marketing.
Source: printweek
Public anger over 'junk mail' and concerns about the environment have prompted the government to pass laws making it easier for consumers to opt out of receiving direct mail. Thousands of homes have now registered for the Mailing Preference Service, meaning direct marketers cannot legally keep the addresses on databases of prospective customers.
However, the industry is fighting back and plans to address concerns by encouraging and highlighting good practice.
The Advertising Association last week hosted a cross-industry direct marketing group, attended by representatives from the Incorporated Society of British Advertisers, which represents the clients, the Institute of Practitioners in Advertising, which in turn represents the advertising and media agencies, the Direct Marketing Association, Royal Mail and the Data Publishers Association. Observers from Postcomm and Postwatch also attended.
The meeting agreed to "positively defend and proactively promote the amenity provided by direct marketing", to fight for the right of brands to engage in permission marketing, and to support the Advertising Association's campaign to make a positive case for advertising.
The meeting also committed to reducing waste through a positive environmental approach and optimal targeting of direct mail.
Baroness Peta Buscombe, chief executive of the Advertising Association, said she was impressed by the firm agreement and determination around the table to make the positive case for direct marketing and advertising.
"These common principles are a good start and they will be underpinned by action in making sure that politicians, officials and opinion formers fully understand the industry's commitment to social responsibility in providing the valuable amenity of direct mail," she added.
The next meeting will focus on agreeing a strategy for how to promote direct marketing.
Source: printweek
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