Senior industry figures have given the PAS 2020 environmental standard, commissioned by the Direct Marketing Association (DMA) and Royal Mail among others, their seal of approval.
The new guidelines could revolutionise direct mailing services, with Royal Mail already launching a scheme which rewards environmentally-conscious campaigns.
Now key players in the sector, including Patrick Headley, GI Direct sales and marketing director and Nick Dixon Lateral Group chief executive have come out in support of the standard.
“It can prove difficult to keep an eye on the environmental ball, in what will undoubtedly be a tough year for the industry,” observed Mr Headley, talking to Print Week. “However, those companies that don’t will not survive.”
While Mr Dixon told the industry news provider: “If we can’t comply with a voluntary code like PAS 2020, we’ve got no hope of continuing to operate without strict legislative restrictions.”
All business-to-business marketers using direct mailing services will be applicable to the new regulations, the DMA has confirmed.