Surely one of the finest pot/kettle examples of our time, writes Lucy Siegle in today's Observer. She's referring to the fact that the Direct Marketing Association / Mailing Preference Service is currently refusing to send opt-out forms to people requesting such a form via e-mail because the representative of the junk mail industry wants to save paper (see They're at it again).

It's really good to see the Direct Marketing Association being challenged by the newspaper. If the representative of the junk mail industry want to save paper it should encourage people to sign up to its junk mail opt-out schemes and endorse initiatives such as Junk Buster. Instead, they're aiming to block the one-point-stop for cancelling junk mail and paper directories. It just goes to show that opt-out schemes such as the Mailing Preference Service really ought to be run by an independent organisation rather than a junk mail lobby group.