News & Events

DM opt-in scheme "unlikely"

Date posted:

2nd May 2008

An opt-in scheme for direct marketing will probably not be implemented, it has been claimed.

An advertising spokesperson has said that it is unlikely that the government will ever implement an "opt-in" scheme for direct marketing.

Speaking at the International Direct Marketing Fair this week, Baroness Peta Buscombe, chief executive of the Advertising Association, said that the government relies too heavily on the media channel to reduce it in this way, according to Precision Marketing.

She particularly highlighted the way that direct marketing was heavily used in the run-up to the London mayoral elections.

"I can't imagine the government ever implementing opt-in. I don't see how they could. It would be totally impractical and actually denies people choice," Baroness Buscombe said, according to Precision Marketing.

However, she also added that it is important for the marketing industry to prove that it is taking steps to become more environmentally-friendly.

Government figures show that 55,000 tonnes of direct mail was posted in 2005, with each household receiving about 18 items per week. Unwanted post makes up around four per cent of Britain's waste paper, reports the Independent.

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