The BSI-led proposals, which have been endorsed by the DMA, aim to set an environmental and security standard for direct marketers, but have been met with concern by the industry, which feels that they are unrealistic and too far-reaching.

Walsh told PrintWeek, however, that there were some elements of the proposal that "the DMA would not be happy to see introduced", but said that it was essential the sector is seen to be self-regulating as environmental and data issues become more prominent.

"We need to demonstrate our ability to change or the government will impose change on us," he said.

He estimated that within 24 months, various pieces of legislation, such as landfill directive and voluntary producer responsibility agreements, would lead to unwelcome and debilitating restrictions on direct mail in the UK.

Walsh welcomed the intense debate that is currently raging in the industry as a sign that "people believe it is serious and will make a difference".

Acknowledging the backlash against the legislation, he stressed that PAS 2020 would be a voluntary code and shrugged off concerns that the proposals are unrealistic.

"The proposals are intended to be aspirational," he said. "There are some measures that we do not anticipate UK companies will achieve immediately, but that give them something to work towards."

The proposal to outlaw polywrap from mailings has come under particular fire with commentators stressing the unfeasibility of banning such a widely used material and others pointing out that low-density polywrap can in fact be easily recycled.

Walsh said that he welcomed the comments, claiming that such insights were an essential part of the consultancy procedure.

"The industry needs to have this debate," he added.

The consultation will run until the 25 July. Comments should be submitted to the BSI before that date.