Fighting the idea that DM is junk mail is an important concern for ISBA. It is easy to dismiss but would be missed by business, by consumers and by mail carries whose bottom line depends on it.
Like all commercial communications it is self-regulated through the ASA/CAP system. ISBA plays an important part in ensuring the standards are at the right level, reflect public expectations and that the system is properly funded.
ISBA policy is developed by our Direct Marketing & Sales Promotion Action Group consisting of the UK’s major bulk mailers, heavily involved in encouraging the Direct Mail industry to maintain its environmental responsibilities.
The MASBOF levy on postal operators funds the self-regulation of direct mail.
Recent falls in mailing volumes and greater diversity of mail carriers has resulted in the need for action to reinforce this important self-regulatory system.
ISBA has worked closely with Royal Mail, the Direct Marketing Association (DMA) and the Advertising Standards Board of Finance (ASBOF) to broker an extension to the levy’s reach that will see Royal Mail Wholesale (via its Advertising Mail tariff) joined by other operators in agreeing to collect it
We have consistently supported PAS 2020, the publicly available environmental standard aimed at encouraging the direct mail industry to take a responsible stance. Last year an ISBA member was one of the first organisations to gain accreditation to the standard. ISBA is involved in producing a successor to PAS 2020.