News
 The
Battle of the “Do Not Mail” Bill Rages On
To send or not to send unsolicited mail? That is the
question. It’s also the argument that has
intensified since the Feb. 10, 2007 introduction of
the “do-not-mail” bill proposed to state
legislators. The NALC (National Association Letter
Carriers) vehemently opposes the bill, with its
president stating “The ‘do-not-mail’ registry would
be detrimental to the Postal Service™, its workforce
and the general public.”
The NALC is not the only one concerned about the
negative impact this bill would present. The direct
mail community is keeping a close eye on the rash of
do-not-mail bills that have been introduced for
state legislations this year, hoping to prevent
their passage.
According to the DMA, (Direct Marketing Association)
the do-not-mail registries would affect all direct
mailers, no matter what their size. New businesses
would be especially hard-hit because it would make
it much more difficult for them to establish a
customer base. While the registries would not target
nonprofits, political mailings and
business-to-business mailings — predominantly
effecting business-to-consumer mailings — any
negative impacts on the viability of the USPS® would
ultimately impact all of these groups.
In some states, the do-not-mail registry would be
set up and maintained by the state’s consumer
protection board; in others, the attorney generals.
In most cases, marketers who mail solicitations to
individuals on these lists would have to pay fines
of several thousand dollars per violation. In the
case of Michigan, violations can result in up to six
months in prison and a fine of up to $500. In all
cases, nonprofits and politicians would be exempt.
There would be a business relationship exemption as
well.
The DMA will focus on educating the states and
consumers on how do-not-mail bills could be
detrimental to them. Advertising mail supports and
subsidizes the U.S. postal system. “Without
advertising mail, the price of a First-Class stamp
would go up astronomically, the number of days of
delivery would decrease dramatically, and the
distance [postal employees] may have to drive could
be beyond their ability,” the DMA president
announced. “These are the impacts to the consumer
that nobody is talking about. We need to start
talking about them.”
Both the DMA and NALC heatedly resent the comparison
of the do-not-call and do-not mail registries. NALC
President William Young declares, “Unlike the
annoying phone calls that were routinely timed to
coincide with the dinner hour, postal patrons are
free to choose when and how to deal with the mail
they receive,” he said.
DMA President John Greco agrees, stating “[Direct
mail] is such a different media than the telephone
media,” he said. “Mail is not intrusive; consumers
can look at it on their own time. They are truly
night and day and they need to be dealt with like
night and day.”
While a federal bill won’t be likely to pass, the
DMA recommends the following advice to direct mail
businesses: Comply with consumers’ choice and
respect their choice. Make it easy for them if they
want to opt-out. Spread the word about the
importance of advertising mail and how it supports
the postal system.
---Source:
Melissa Campanelli, Deputy Editor of DM News. (melissa@dmnews.com).
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