On Wednesday 21 January, BSI British Standards launched a new environmental standard, PAS 2020, in central London to the marketing industry and media. Frank Post, Group Communications Director, spoke at the event and staff from BSI British Standards and BSI Management Systems were present to answer questions. The standard has been widely anticipated throughout the Direct Marketing industry.
What is PAS 2020?
PAS 2020: Direct Marketing – Environmental performance - Specification has been commissioned by the Direct Marketing Association (DMA) in partnership with Acxiom, ISBA (The Incorporated Society of British Advertisers), Royal Mail and the Telephone Preference Service. It will provide the direct marketing industry with a standard against which the environmental performance of a direct marketing campaign can be independently certified. PAS 2020 establishes a set of environmental objectives, performance levels and indicators which set out how to create and manage an environmentally-responsible direct marketing campaign.
What was the Process?
The standard was independently facilitated by BSI British Standards and was developed over two years. BSI carried out an extensive consultation process, engaging with key stakeholders from government, industry, trade associations and consumer groups. A one month public consultation with several hundred organisations resulted in 1,000 comments, all of which were reviewed by the PAS 2020 Steering Group, which was made up of 30 industry and government representatives.
PAS 2020 is applicable to all organizations involved in direct marketing regardless of their size or complexity, for example, client companies, advertising agencies, printers and mailing houses. The standard will enable effective self-regulation for the direct marketing industry at a time when Government legislation looms large. The year 2010 will see the implementation of major initiatives, such as the EU Landfill Directive, devised by policymakers to improve the environmental behaviour of businesses and consumers.
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