The direct marketing industry has been urged by the Department for Environment, Food and Rural Affairs (Defra), to advertise the Mailing Preference Service (MPS) on all direct mail.

Roy Hathaway, head of waste management at Defra, reiterated the government’s goal to see the amount of unnecessary direct mail minimised at the Marketing Direct Green Conference.

He also said that the direct marketing industry is expected to improve its green policies.

According to the regulator, Postcomm, junk mail accounts for around 550,000 tonnes of paper.

The conference looked at how marketers can profit from green policies and can be seen in the context of the waste strategy white paper, published in May this year.

In the white paper, the government said the marketing industry should do more to reduce waste and that it will consider the introduction of an opt-in system for direct mail if the industry fails to introduce measures that reduce waste.

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