The PAS 2020 standard has been proposed by the British Standards Institute and has been developed in conjunction with a panel of 'direct mail experts'. A draft copy, which has been obtained by PrintWeek, is currently being discussed by the panel. Respondents have until 25 July to comment on the proposals.

Although the PAS 2020 standard will not be mandatory, it will put pressure on bulk mailers to take into account the impact junk mail has on the environment. Mailing houses chosing to adhere to the standard should:

• not use laminations, non-biodegradable plastic wrapping, polystyrene envelope windows and staples;
• use a minimum of 75% recycled paper;
• use inks that are 75% vegetable oil-based; and
• use varnishes that are 75% water-based.

The Direct Marketing Association hopes that the standard will have been implemented by September this year and expects a high take up of the standard. Robert Keitch, director of 'media channel development', told PrintWeek: "The smart organisations will understand that the environment is an investment in a strategic capability. It is not a cost, it is a competitive advantage."

"The point of the standard is that we can provide the whole industry with a tool that is able to improve their environmental performance. This is about members and individuals demonstrating to policy makers that they can seize the challenge and live up to it before the policy makers decide they have to do that for themselves."