British politicians significantly underestimate the contribution of the direct mail sector to the UK economy, recent research shows.

The research, sponsored by The REaD Group, found that the majority (71%) of MPs believe direct mail contributes under £25 billion to the economy, well short of actual contribution of £43.7 billion made by the sector.

The study, carried out by ComRes on behalf of the All Party Group on Junk Mail*, revealed 97 per cent of MPs receive unsolicited junk mail and have concerns about the steps taken by the industry to improve data handling and reduce the environmental impact of direct mail.

Commenting on the survey, Paddy Tipping MP, chairman of the All Party Group on Junk Mail, said: "These findings show the direct mail industry must increase awareness of efforts to improve practices in the industry and rebut misconceptions that exist. It is also vital that more is done to educate the public on how to manage the amount of direct mail they receive."

He added: "The All Party Group on Junk Mail continues to be impressed by the strides made by the industry in improving the management of data, with data management services allowing companies reduce inaccurate and misdirected mailings.

"Better targeting of mailings also serves to reduce the environmental impact of direct mail and the UK Direct Marketing Association’s PAS2020 environmental guidelines will ensure improvements in this area continue."

The survey of 150 British politicians showed:

• 71 per cent of MPs underestimate the contribution of the direct mail sector to the economy
• 93 per cent believe it is important that people are able to reduce the amount of junk mail they receive 
• 73 per cent do not believe the industry takes appropriate measures to mitigate its environmental impact
• 76 per cent believe personal information is too freely available to direct mail companies

Robert Keitch, chief of membership and brand, UK DMA, said: "The research certainly highlights the common misconceptions of our industry – misconceptions that need to be addressed. The direct marketing industry has made significant progress to improve targeting and reduce waste through initiatives such as PAS2020, the first-ever environmental standard for the marketing industry, and the Mailing Preference Service which continues to play a vital role in offering consumer choice. 

"Data security is a higher priority than ever for the industry – no company can afford to get this wrong. High standards in information security, such as those promoted by the DMA’s Code of Conduct and the recently launched DataSeal, are an essential foundation for maintaining and enhancing consumers’ trust and confidence."

* The All Party Group on Junk Mail was set up in December 2007 ‘to increase awareness in Parliament of responsible direct marketing; to highlight ways of reducing unwanted junk mail; and to promote best practice in waste reduction and database management to all users of direct marketing services, including industry, public services, government departments and agencies, and the third sector’.