PAS 2020 launch to certify the environmental performance of DM campaigns

The BSI and DMA have developed PAS 2020, a new certificate for direct marketers to reduce landfill and increase recycling, reports Envido.

Online PR News – 01-February-2010 – – Produced by BSi British Standards, The PAS 2020 Direct Marketing Environmental Performance assessment provides the direct marketing industry with the means for certifying the environmental performance of a direct marketing campaign. It is designed to help marketing organisations take a more sustainable approach to their activities and reduce the amount of paper that ends up in landfills.

The Direct Marketing Association (DMA), which represents about 900 members involved in the direct mail and promotions industry, signed a voluntary producer responsibility agreement with the Government in July 2003 to raise recycling levels to 55% by the end of 2009 and 70% by the end of 2012.

At the moment, the UK disposes of 11.55 million tonnes of biodegradable municipal waste in landfill sites. According to the EU Landfill Directive this figure must be reduced to 7.5 million tonnes by 2013 and 5.2 million tonnes by 2020. About 5.4 billion items of direct mail and promotional materials are sent out every year, much of which ends up in landfills.

PAS 2020 was developed by BSI in conjunction with the DMA and other key parties to reduce landfill and increase recycling, helping the industry respond to these pressures.

The requirements relate to overall responsibility for direct marketing campaigns and to suppliers

The PAS 2020 specification focuses on establishing a set of environmental objectives, performance levels and indicators for different environmental aspects of a direct marketing campaign. PAS 2020 sets out requirements relating with overall responsibility for direct marketing campaigns and to suppliers, such as direct marketing agencies, printers, mail houses, distribution service providers and field marketers.

A formal launch of the PAS 2020 scheme will take place on 19 March 2010, when presentations will be given from organisations that have already gone through the Direct Marketing Environmental Performance assessment and certification process.

Ifti Akbar, co-Managing Director at Envido said “PAS 2020 is a big step from the direct marketing industry to demonstrate a more responsible and sustainable approach to these kinds of promotional activities when it comes to protecting the environment.”

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