Direct marketers join forces to develop new green standard
1 Sep 2008
ISBA’s working group on green issues will this week receive a briefing on progress made towards introducing the new environmental standard for reducing the impact of direct marketing.
The advertiser body’s direct marketing expert David Ellison will tell the Sustainability Working Group on Wednesday that the new initiative from the British Standards Institution (BSI), known as PAS 2020, is being introduced after pressure on the DM industry to become more environmentally responsible.
Members of the working group include the COI, Unilever, British Gas, BP, Marks and Spencer, Diageo, Virgin, Lastminute.com and others.
ISBA will also host the Direct Marketing Association’s Robert Keitch, who was instrumental in the standard’s creation, when he addresses the organisation’s direct marketer members on Thursday.
The standard has wide industry support with ISBA joining forces with other like-minded member bodies (including the DMA, Acxiom, Royal Mail and the Telephone Preference Service) as founder partners, with the BSI, in its development.
David Ellison, ISBA’s Marketing Services Manager, said: “Direct marketers have been under pressure for some time to develop a more sustainable business model that addresses environmental, social and economic concerns.
“It is hoped that the new standard will prove that the sector is being pro-active, sensing the increased concern surrounding green and data issues.
“It is generally felt that self-regulation is needed to stave off government imposition of strict rules and regulations on DM.”
He added: “A wide range of direct marketing sectors will be covered by the standard, not just direct mail. Although the standard will not be mandatory, it is hoped that clients and suppliers will be inspired to gain accreditation. The aim is not to make the standard too onerous.”
