Business

Direct mail companies have reacted with anger at the possibility of a new environmental standard for direct mail.

Several companies have spoken out in response to the news that the Direct Mail Association (DMA) is in the process of launching a UK direct mail standard alongside the British Standards Institute (BSI).

The two organisations are currently considering a draft of the proposed recommendations, a copy of which has been seen by PrintWeek.

Among the proposed measures is the eradication of bindings, laminations, non-biodegradable plastic, polystyrene envelope windows and staples from all mailings.

In addition, direct mail must consist of a minimum of 75% recycled fibre, with 75% of inks used required to be vegetable oil-based and containing no mineral oil. Finally 75% of all finishes would have to be water-based.

However, companies who would be affected have questioned the availability of acceptable materials.

Tony Nicholson, procurement manager at Howitt, said: The BSI may want 75% of paper to come from recycled stock, but it’s not feasible. The lack of processing capacity has created a price imbalance between recycled and virgin substrates, which has led to a lack of availability of the former.

Nicholson’s views were shared by Howard Hunt Group managing director Luke Pigott. He said: The DMA can propose this standard but recycled paper is always going to be more expensive.

We can try to be as environmentally friendly as possible, but if we can’t get our hands on the materials it becomes more difficult.

Alastair Smith, group sales director at NEMC, questioned the need for the new standard: ISO 14001 is a recommended industry standard, recognised in the market place. Why are we looking at a standalone standard?

PROPOSED DM REQUIREMENTS
• 75% recycled fibre
• 75% vegetable-based inks
• 75% finishes to be water-based
• Eradication of bindings, laminations, non-biodegradable plastic wrapping, polystyrene envelope windows and staples