Following the high profile DMA/Planet Ark Mailing Preference Service campaign in October last year, the DMA has launched its second phase of activity with Planet Ark to drastically increase the use of suppression files by direct marketers. Focusing on reaching both Clients and Suppliers, this campaign aims to help the DMA reach its environmental targets set out in its Producer Responsibility Agreement for Direct Mail and Promotions Waste agreed with DEFRA (Department for Environment, Food and Rural Affairs) last year.

To spearhead this initiative, a working party of industry experts will work together to oversee the development of campaign messages and literature, providing practical advice and guidance notes for the industry.

David Coupe, Chairman of the DMA Suppression Working Party commented, "As the pressure from Government and consumers continues to increase, the need for the DM industry to prove its commitment to the environment and responsible best practice has never been greater. It is vital that both Clients and Suppliers recognise the benefits and importance of using suppression files and the DMA Working Party will be at the forefront of this initiative. The alternative may be fines and levies imposed on the industry."

As well as the legal and environmental issues associated with data accuracy and suppression, the campaign will highlight the need for Clients to consider the brand damage caused by poorly targeted direct mail, the long term cost savings associated with using suppression files and the issue of Corporate Social Responsibility which all businesses must increasingly come to recognise and address. DMA members, in particular, should also understand that this is an integral part of complying with the DM Code of Practice.

Jon Dee, Founder and Managing Director of Planet Ark said, "We are pleased to be working on our second initiative with the DMA. It not only demonstrates that the direct marketing industry is taking responsibility for reducing its impact on the environment, but that the consumer does have control over the amount of marketing materials they receive from companies. By promoting a greater use of suppression across the industry, we are tackling the issue of waste reduction at a grassroots level, which benefits everyone - business, consumers and the environment. It is up to all of us to play our part."

The working party will also consist of Mark Roy, Chief Executive of the REaD Group, as the Deputy Chair of the Working Party. Other members include David Robottom, DMA Director of Postal Affairs and Industry Development, Tessa Kelly, DMA Director of Compliance Operations, Lara Shannon, Head of Planet Ark in the UK and Tony Lamb, Managing Director of Lamb Direct Consulting Limited and Chair of the DMA Data Council. The Working Party is also in the process of recruiting Client representatives, which will be announced later this month.

For further information please contact:

Liz Bastone DMA PR Manager Tel: 020 7291 3315 Email: liz@dma.org.uk

Lara Shannon For Planet Ark UK Tel: 020 7738 1991 Email: lara@planetark.com

Notes to Editors

About the Direct Marketing Association (UK) Ltd (DMA)

The DMA UK is the largest trade association in the marketing communications sector, with almost 900 corporate members. The DMA's mission is to maximise value for members, whilst maintaining and enhancing consumer trust and confidence in the direct marketing industry.

To assist, the DMA administers a portfolio of Preference Services that allow consumers to register their contact details, free of charge, should they choose to reduce the amount of direct marketing approaches they receive via mail, telephone, fax and email.

DMA members benefit from added protection, intelligence and growth, which together we call the Power of Association. Within these three areas, DMA member services include government lobbying, free legal advice, training & development, representation on DMA Councils, networking opportunities, regular updates of current dm issues/legislation, research, use of the DMA logo, promotion of member companies and discounts on a range of dm products/services.

Over £11.85 billion was spent on direct marketing activity in 2002, resulting in over £60 billion worth of sales. This makes direct marketing one of the top ten industries in the UK. For further information please visit www.dma.org.uk/. For details on the benefits of becoming a DMA member please call 020 7291 3388 to speak to the membership team, email membership@dma.org.uk, or visit www.dmamembership.org.uk/

About Planet Ark

Planet Ark is the international environment group that was founded in 1991 by Wimbledon Champion, Pat Cash, and the global charity campaigner, Jon Dee. Planet Ark is best known for its 'World Environment News' service, which is sponsored by the Reuters News Agency. This is now the biggest online environmental news service in the world.

Headquartered in Australia, the Planet Ark Foundation runs campaigns that show people how to reduce their daily impact on the environment - at home, at work and in the community. Their campaigns have been fronted by well-known celebrities such as Kylie Minogue, Pierce Brosnan, Nicole Kidman, John McEnroe, Olivia Newton-John, Tom Cruise, Dannii Minogue and Dustin Hoffman.

Although Planet Ark works heavily with national media, much of their work is carried out at the local community level via partnerships with councils, community groups, businesses and retail outlets. Planet Ark does not seek money from the public - it is primarily funded by sponsorship from companies and industry bodies, with whom it works in partnership to achieve measurable environmental results.

For further information about Planet Ark, or to register to receive their free daily environment news, visit www.planetark.com/uk