Government use of direct mail during election campaigns mean plans to mandate an "opt in" system for consumers will never happen, according to a leading figure in the advertising industry.
Baroness Peta Buscombe, the chief executive of the Advertising Association (AA), told trade title Precision Marketing that the government's reliance on direct mail for its election campaigns is such that it will never implement the controversial policy.
The government plans were strongly opposed by the CBI and the direct mail industry, which claimed they would destroy the trade.
Baroness Buscombe's comments come as direct mailers attend the International Direct Mail Fair, which is currently being held in Earls Court, London (29 April to 1 May).
Data and personalisation have taken centre stage at the event, as the industry aims to shake off the 'junk mail' tag and improves its success rates and environmental record.
Source: printweek
Baroness Peta Buscombe, the chief executive of the Advertising Association (AA), told trade title Precision Marketing that the government's reliance on direct mail for its election campaigns is such that it will never implement the controversial policy.
The government plans were strongly opposed by the CBI and the direct mail industry, which claimed they would destroy the trade.
Baroness Buscombe's comments come as direct mailers attend the International Direct Mail Fair, which is currently being held in Earls Court, London (29 April to 1 May).
Data and personalisation have taken centre stage at the event, as the industry aims to shake off the 'junk mail' tag and improves its success rates and environmental record.
Source: printweek
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