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DMA postal chief claims PAS proposals are 'key to direct mail future'
The DMA's head of postal affairs Alex Walsh has said that the controversial PAS 2020 proposals concerning direct marketing are key to the future of the direct mail industry.
The BSI-led proposals, which have been endorsed by the DMA, aim to set an environmental and security standard for direct marketers, but have been met with concern by the industry, which feels that they are unrealistic and too far-reaching.
Walsh told PrintWeek, however, that there were some elements of the proposal that "the DMA would not be happy to see introduced", but said that it was essential the sector is seen to be self-regulating as environmental and data issues become more prominent.
"We need to demonstrate our ability to change or the government will impose change on us," he said.
He estimated that within 24 months, various pieces of legislation, such as landfill directive and voluntary producer responsibility agreements, would lead to unwelcome and debilitating restrictions on direct mail in the UK.
Walsh welcomed the intense debate that is currently raging in the industry as a sign that "people believe it is serious and will make a difference".
Acknowledging the backlash against the legislation, he stressed that PAS 2020 would be a voluntary code and shrugged off concerns that the proposals are unrealistic.
"The proposals are intended to be aspirational," he said. "There are some measures that we do not anticipate UK companies will achieve immediately, but that give them something to work towards."
The proposal to outlaw polywrap from mailings has come under particular fire with commentators stressing the unfeasibility of banning such a widely used material and others pointing out that low-density polywrap can in fact be easily recycled.
Walsh said that he welcomed the comments, claiming that such insights were an essential part of the consultancy procedure.
"The industry needs to have this debate," he added.
The consultation will run until the 25 July. Comments should be submitted to the BSI before that date.
Walsh: the industry must been seen to be 'self-regulating'
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Comments
Mick Hart - 17 July 2008
I think our industry has to tread very carefully, and that PAS2020 is an essential step inthe right direction for the protection of its image. The recipient of direct mail, especially advertising material, however carefully targetted, just about tolerates the pile of, mainly, unsolicited (to avoid slipping into the vernacular) material. If this material can be shown to be produced using the best environmental practices, ie no mineral or fossil content and high renewable content, then the status quo might well survive. If not, we are a sitting target for the environmental lobby to have a go at, and deservedly so. What we do need do do however is to ensure that these pressures are also put upon the rest of Europe, in order to guarantee a level playing field for all. There are too many alternative media out there for us to take the risk of jeopardising our industry further by simply not doing anything, or to be percieved as resisting change.
William Mitting - 17 July 2008
I just had this in from the BSI for anyone interested in seeing the proposals in full:
BSI Statemement:
PAS 2020 is being developed through a rigorous BSI standardization process with significant stakeholder consultation. This process includes two key consultations. The first consultation is with a Steering Group of 21 industry practitioners, NGOs, national and local government, and consumer groups who evaluate the standard throughout its development. The second consultation is with a Review Panel of 210 additional industry stakeholders who are invited to comment on a consultation draft. Anyone who asks to participate in the Review Panel is included. The aim is to develop a PAS that is relevant and useful for the intended audience. Feedback from stakeholders is vital to help achieve this.Any concerns raised during the Review Panel consultation will be discussed by the Steering Group responsible for drafting and reviewing the standard. They will aim to resolve comments and build consensus on the best way forward. A draft of PAS 2020 is currently being assessed by the Review Panel. If an individual or organization wishes to review the draft they can do so by contacting BSI British Standards directly to receive a copy of the draft for comment: bsibritishstandards@bsigroup.com The comment period for PAS 2020 closes on 25 July 2008 and cannot be extended.To post comments please log in here