PrintWeek reported last week that the DMA was working with the British Standards Institute on new guidelines that could restrict the use of polywrap and insist on 75% recycled paper being used for direct mail.

Industry representatives reacted with anger at the news, claiming that the standards were draconian and lacked consultation.

Buhrs has joined the debate and said that companies wishing to follow the standard may suffer in the performance department.

UK managing director John Ricketts said: "Some wrapping lines which appear to handle recycled paper and bio-degradable film may actually compromise performance in terms of speed and reliability.

"Buhrs has been working in this area for more than five years and many of our continental customers are using bio-degradable film and recycled paper very happily.

"It's true that the UK is lagging behind many of its European counterparts, but we've been noticing a marked interest in lines which can handle different wrapping materials."

The guidelines are currently being mulled over by industry experts with the final deadline for comment 25 July. The standards, which will not be mandatory, are expected to be introduced in September.