25th January 2010
Research by the All Party Group on Junk Mail shows that MPs are critical of the junk mail industry's efforts to 'go green'. The group believes the research shows MPs need to be educated.
The research, which was sponsored by the Read Group Plc, found that 97% of MPs have concerns about the steps taken by the industry to improve data handling and reduce the environmental impact of junk mail. Nearly three out of four MPs do not believe that the industry takes "appropriate measures" to reduce damage done to the environment (73%) and that personal information is too freely available to junk mailers (76%).
"Misconceptions"
The chair of the All Party Group (APG) on Junk Mail, an informal group of MPs and Peers discussing the environmental impact of junk mail, echoed the industry's view that the research shows that there are many "misconceptions" about junk mail. According to the APG both MPs and the public need to be educated about the industry's efforts to reduce the environmental impact of junk mail.
In response to concerns about environmental damage caused by junk mail the Direct Marketing Association has urged the industry to improve 'targeting' of junk mail and to adhere to a new voluntary environmental standard for junk mail called PAS2020. The APG on Junk Mail, which has close links to the junk mail industry, believes that these steps will "ensure improvements in this area continue".
Going green
In a clear sign that 'going green' is not the only concern of the APG and junk mailers, the finding that was highlighted by the researchers is that 71% of MPs believe that 'direct mail' contributes under £25 billion to the UK economy. The industry estimates that it contributes no less than £43.7 billion. However, the calculation behind this figure is not in the public domain and it is unknown whether or not it takes into account that a reduction in unsolicited mail would result in an increase in other - less environmental damaging - forms of advertising.
Details of how the research into MP's opinions about junk mail and the environment has been conducted have also not been published.
Links
- MPs 'in the dark' over value of direct mail to economy (utalkmarketing.com)
- All Party Group on Junk Mail (apg-junkmail.org.uk)