Junk mail scheme to reduce waste.

Junk mail scheme to reduce waste.

The government has announced a new initiative that is set to reduce the amount of junk mail in the UK. Over half a million tonnes of paper are used to produce flyers and newspaper inserts in the UK every year. It has been agreed that by the end of 2005, 30% of all direct mail will recycled, which an incremental increase over coming years.

The move involved collaboration with the Direct Marketing Association (DMA), Royal Mail and the paper and print industries. It follows initial agreements outlined in the 2000 Waste Strategy.

Minister for the Environment Elliot Morley welcomed the outcome; "I am delighted that we have reached an agreement with the direct mail and promotions industry on a scheme for the raising the recycling rates of waste direct mail. We are determined that producers must take responsibility for their products when they become waste and the DMA is playing its part in tackling one part of the UK's waste problem through this voluntary agreement.

Householders now know that if they dispose of waste direct mail sensibly, it will be recycled. The agreement also includes a commitment by the industry to improve the targeting of direct mail so that householders can opt out of being sent direct mail and promotions material."