The advertising industry has voiced its commitment to defend direct mail in the face of increasing consumer and political pressure.

The government has passed a host of laws making it easier for consumers to opt out of receiving direct mail amid increasing public anger over junk mail and concerns over the environment.

Thousands of homes have registered for the Mailing Preference Service, which prohibits direct marketers from keeping the addresses of prospective customers on their databases.

In a conference last week, the Advertising Association spearheaded a cross-industry agreement to “positively defend and proactively promote the amenity provided by direct marketing“, and to fight for the right of brands to engage in permission marketing.

The conference was also attended by representatives from the Incorporated Society of British Advertisers, the Institute of Practitioners in Advertising, the Direct Marketing Association, Royal Mail and the Data Publishers Association.

Baroness Peta Buscombe, chief executive of the Advertising Association, said: “These common principles are a good start and they will be underpinned by action in making sure that politicians fully understand the industry’s commintment to social responsibility in providing the valuable amenity of direct mail.”

Related Topics: Direct Mail