From:        [DELETED] (DEFRA)
Sent:        11 July 2012 16:31
To:          [DELETED]
Cc:          [DELETED], Mike Lordan (DMA), [DELETED]
Subject:     Direct Mail Responsibility Deal - update on negotiations with
             magazine and newspaper sectors
Importance:  High

Dear all,

Following the meeting with Lord Taylor on 23 May we took away an action to
continue our negotiations with the NPA/NS and PPA to develop new Responsibility
Deals with these sectors. We agreed to push for commitments in these Deals
to improve the targeting of leaflets delivered through these communication
channels (e.g. NS/NPA to make use of same opt-out website developed under DMA
deal). We also agreed to update you following our meeting with NPA/NS and,
dependent on the outcome of this meeting, the new opt out website could be
launched in July.

## NPA/NS update

Last week, Lord Taylor met with representatives of the NPA/NS [DELETED]. Lord
Taylor sought their commitment to work with Defra officials to put in place
a new Responsibility Deal and highlighted that two issues we would like to 
address through the deal were ability to opt-out of free newspapers and better 
targeting of leaflets inserted within publications.

The NPA/NS indicated they were keen to work with us to develop a new
Responsibility Deal. It was agreed at the meeting that the Department and the
NPA/NS would work together over the coming months to put in place a new Deal
for the newspaper sector. It was also agreed that part of this work would
include discussions about the two specific issues raised by Lord Taylor, and
that this would likely entail the need to sit down with DMA to talk about
linking up with the opt out website. However, whilst they are committed to
developing a new Deal, they made no promises about the ultimate outcome of
the discussions on these two issues.

The NPA/NS have offered to meet with us again in mid-Sept, which will represent
the start of the negotiations process (previous experience suggests this can
last up to 6 months). Unfortunately an earlier meeting is not possible due
to disruption caused by the olympics and planned holidays. However, having
a meeting in September will enable them to take soundings from publishers at
the Newspaper Industry Materials Committee, which next meets on 4 September
2012, which should enable greater progress to be made at the meeting.

## PPA update

We are due to meet with the PPA on 31 July at which they will present their
initial proposals for a new Deal. We will provide feedback and request
revisions as necessary. As previously indicated, we are aiming to reach
agreement on a new Deal by the end of the year.

I would be grateful if you could indicate whether the commitments we have
secured with the NPA/NS thus far are sufficient to enable launch of the opt-out
website. Clearly we are keen to avoid further delays as this increases the risk
of negative media activity, but appreciate you wish to be confident that other
sectors will take similar actions to improve their environmental performance.

Happy to meet and discuss if that would be useful.

Kind Regards

[DELETED]