Direct marketing firms could soon be required to prove their green credentials in order to comply with the Direct Marketing Association (DMA) Code of Practice, under new legislation.

The DMA has partnered with the British Standards Institution to help direct marketers comply with an industry-specific benchmark to be launched in September.

Speaking at the DMA’s recent Go Green and Save conference, Robert Keitch, the body’s director of media channel and environmental affairs called on marketers to take the initiative and embrace more environmentally-friendly business practices.

He urged all marketers to include Recycle Now logos on all offline direct marketing material and said that “an environmental management programme will be a requirement of DMA compliance”.

“We can unite as an industry and get our environmental obligations sorted or we can wait for the policymakers to decide on our behalf. I know which I prefer,” Mr Keitch commented.

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