Baroness Peta Buscombe, the chief executive of the Advertising Association (AA), told trade title Precision Marketing that the government's reliance on direct mail for its election campaigns is such that it will never implement the controversial policy.
The government plans were strongly opposed by the CBI and the direct mail industry, which claimed they would destroy the trade.
Baroness Buscombe's comments come as direct mailers attend the International Direct Mail Fair, which is currently being held in Earls Court, London (29 April to 1 May).
Data and personalisation have taken centre stage at the event, as the industry aims to shake off the 'junk mail' tag and improves its success rates and environmental record.
Have your say in the Printweek Poll
Related stories
Latest comments
"Everyone seems satisfied with that result. I wonder if it will always be so amicable."
"Very insightful Stern.
My analysis?
Squeaky bum time!"
"But in April there was an article with the Headline "Landa boosts top team as it scales up to meet market demand", where they said they came out of last year’s Drupa with a burgeoning order..."
Up next...
Five sites across the UK could close
DS Smith sites earmarked for closure confirmed
Long-standing title
Micropress adds to publishing wing with buy
More than 1,200 recipients across the UK
Heraldic designer recognised in King's Birthday Honours
Increasing awareness of sustainability facts