In a mailer to 50 of the UK's main users of direct mail, the association asked them to sign up to its Environmental Charter, the objectives of which include maximising use of recycled materials and ensuring that databases are kept updated via a "suppression policy".

"This is an area that encompasses everyone in direct mail including suppliers, clients and database companies," said DMA director of postal affairs and industry development David Robottom. "The current indications are encouraging and we will be compiling a report on our targets at the end of next year."

Government guidelines mean that the direct mail industry has to recover 30% of materials used next year. The DMA has set out a Producer Responsibility Scheme as part of the charter.

The DMA has been pushing the industry to recycle. Last year it signed an agreement with the Department for the Environment, Food and Rural Affairs to increase recycling in the sector to 70% by 2013 (PrintWeek, 7 August, 2003).

"If we do not make efforts to use recyclable materials then the government will come down on us with more stringent regulations," said Lloyd James group sales director Jo Lloyd. "It is something we are very aware of. We are members of the DMA and they are attempting to achieve good things for the industry."

The DMA is also to host an Environmental Forum early next year. The event is to look at how to improve perceptions of direct mail and how to maximise the opportunities available to direct mailers by meeting the established environmental commitments.

Over the summer the DMA linked up with environmental group Planet Ark in a campaign to fight junk mail (PrintWeek, 3 June).

Story by Philip Chadwick