The Direct Marketing Association (DMA) has launched a study into the amount of direct mail in the UK that is recycled.

MEL Research has been charged with the task of accounting for the volume of direct mail which gets recycled in the country.

The DMA’s big incentive for arranging the study is the recycling target contained in the Producer Responsibility Voluntary Agreement it signed with the Department for Environment, Food and Rural Affairs (Defra).

“This is a tough assignment and presents all sorts of technical difficulties in ensuring the industry and government get an accurate picture,” said MEL Research’s chief executive Dr Robert Pocock, speaking to letsrecycle.com.

“Up to now there has been quite a lot of guesswork in estimating how much is actually being recycled,” he added.

The news comes after the Royal Mail launched its Sustainable Mail product, which will give direct marketers a monetary incentive to conduct more environmentally-friendly campaigns.
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