The Direct Mail Association (DMA) has announced that it plans to expand its sustainability guidelines.
The industry organisation will update its environmental code to include essential advice on issues such as data hygiene, sourcing sustainable paper and recycling messages on printed materials, reports Marketing Week.
All members of the self-regulatory body will be required to comply with the new regulations in order to improve their green credentials.
“The best way to head off onerous statutory controls is to maintain an effective self-regulatory system,” commented David Metcalfe, chair of the DMA.
The organisation is currently in the process of setting up a working group to tackle environmental issues and has developed an environmental standard certification with the national standards body, the BSI.
Earlier this year, an all-party group of MPs stressed that direct marketing professionals need to do more to improve targeting techniques and reduce environmental waste amid criticism that the direct mail industry is having a negative impact on the environment.