DMA News March 2010

Welcome to the DMA news for March 2010. The DMA News is updated regularly to bring you up to speed on the latest developments at the Direct Marketing Association. Please check back often so that you don't miss out!

Three organisations will this month become the first ever to achieve certification in PAS 2020.

The Central Office of Information; information solutions provider Williams Lea; and insurance giant Sun Life Direct, were the first organisations to trial PAS 2020 â€" direct marketing's only environmental standard.

Launched last year, PAS 2020 places responsibility for the sustainable development of direct marketing into the hands of the industry's practitioners.

The DMA commissioned BSi to produce the standard in response to the need for the direct marketing industry to face up to its environmental obligations. The 18-month long project saw BSi carry out an extensive consultation process, engaging with key stakeholders from government, industry, trade associations and consumer groups.

The standard establishes a set of environmental objectives, targets and measurements which set out how to create and manage an environmentally-responsible direct marketing campaign.

While adoption of PAS 2020 is not compulsory, the standard takes the lead in creating effective self-regulation for direct marketing at a time when it faces the impact of impending Government legislation.

This year will see the introduction of a number of significant environmental targets, such as those of the EU Landfill Directive, devised by policymakers to 'correct' the environmental behaviour of business and consumers.

Commenting on the success of the trial of PAS 2020, the DMA's Robert Keitch said that "COI, Williams Lea and Sun Life Direct have all proved that PAS 2020 is a credible standard that will be invaluable for companies to demonstrate their environmental credentials.

For more information on PAS 2020, please visit the Sustainable Development section of the DMA website: www.dma.org.uk

That's all for now, see you next month.