At the NAPM dinner held last week, Eustace said opportunities do exist despite the economic climate, which is "consuming all our energies and threatening the survival of some of our businesses".

He added the market can come through this difficult time "stronger and wiser", and that print is faring better than some other industries.

"The industry still has some way to go. Mills must continue to make strides towards a reduced carbon footprint as well as sourcing raw materials from verifiable sources," he said.

"Merchants must also ensure their purchasing policies are similarly robust."

Two Sides was set up by the NAPM in 2008 to combat environmental myths that surround the industry.

"It has now become commonplace for the media and some NGOs to seemingly exaggerate a problem to gain publicity.

"Our industry stands accused of environmental damage that is often presented with misleading statements which lack factual evidence."

He added that if nothing is done, customers will be increasingly driven away to new media.