The UK’s Direct Marketing Association is to meet environment minister David Miliband next week, following a government recommendation that the mailing preference service be terminated.

The suggestion is one of many government initiatives it hopes will reduce the amount of waste sent to landfill in the UK.

The direct mailing system has come under fire as a result, as Mr Miliband would like to see an opt in system rather than give consumers the option to opt out.

This would change the way the direct mailing sector works, as direct mailers would have to ensure much higher standards of data quality to prevent marketing material being sent to addresses that have chosen not to receive it.

The DMA is keen to discover how such a scheme would work in practice, while the government is seeking industry support for the plans.

The two sides plan to meet in July to put their views across and deliver a workable solution for the future, Print Week reports.ADNFCR-8000151-ID-18175871-ADNFCR

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