A leading industry figure has said that the government will not implement plans to introduce opt-in legislation for direct marketing campaigns.

In an interview with trade title Precision Marketing, Baroness Peta Buscombe said that the government’s dependence on direct marketing campaigns during elections would mean that it would be impractical to introduce opt-in rules.

The chief executive of the Advertising Association (AA) specifically pointed to the important role that direct mail had played in the London mayoral election.

She explained to the publication: “I can’t imagine the government ever implementing opt-in. I don’t see how they could. It would be totally impractical and actually denies people choice.”

Despite these claims, Baroness Buscombe said the direct mail industry needed to prove to the government it was working to improve standards.

“We need to encourage everyone in the industry to become much more focused, targeted and relevant,” she pointed out.

“I know that’s a big ask, and it’s very easy for me to say that, but the truth is that we’ve got to be seen to be doing the right thing in terms of minimising people’s unwanted approaches.”

Related Topics: Direct Mail