PAS aims to promote DM as a self-regulating industry, and businesses will be provided with a standard against which the environmental performance of a direct marketing campaign can be independently certified.

The paper merchant said the standard provided a number of benefits, including proof of environmental certifications, cost cutting through reduced wastage, and qualification for Royal Mail's Sustainable Mail bulk mailing discount.

Matthew Botfield, Antalis environmental manger, said the standard is quickly becoming one of the most important certifications that impacts on the print and paper industry.

"The direct marketing industry is a significant contributor to sales activity and employment in the UK, so cleaning up the 'junk mail' stigma is a fundamental part of protecting the future of direct marketing in print."

The Leicestershire-based company worked with BM Trada to obtain the certification. Antalis is hosting nationwide environmental lunch briefings on the standard, go to www.antalis.co.uk for information.

Other companies certified to PAS 2020 include Williams Lea, Printflow, Axa Sun Life and the Central Office of Information.

PAS 2020 was launched last year on 21 January and is commissioned by the Direct Marketing Association.

It is sponsored by Acxiom, the Incorporated Society of British Advertisers, Royal Mail and the Telephone Preference Service.