DMA on alert for new BBC exposé

The DMA is launching a pre-emptive strike against yet another BBC ‘junk mail’ expose – being broadcast this week – by arming members with a crib-sheet of key industry facts and urging them to respond to the show’s Twitter feed to combat any backlash.
The first episode of That’s Britain – a four-part, warm-hearted series about “the good, the bad and the ugly in modern Britain” – promises to lift the lid on junk mail.
The 8-minute slot will feature an interview with DMA chief Chris Combemale as well as Environment Minister Caroline Spelman, supported by vox-pops from the public.
Although there are no previews available, it is understood that the crux of the piece will be the industry’s environmental record, including the recent deal struck with Defra. This is likely to be supported by the well-trodden technique of members of the public slagging off mailings.
However, the DMA is expecting a more balanced view than the recent Panorama show, which claimed all direct mail – whether legitimate advertising or scam mail – was “evil”.
At the time, one industry insider told DecisionMarketing: “This programme simply cobbled together two entirely separate issues in an attempt to reinforce old prejudices about ‘junk mail’. The industry has moved on significantly over the past few years, but that does not make for a good story, so no-one is going to say that.” The DMA has since picked up a PRCA Award for its response to the show.