The UK Direct Marketing Association (DMA) has issued a formal response to a recent Panorama show which put a spotlight on junk mail. The show, called Why Hate Junk Mail?, apparently didn't give viewers the whole picture and the DMA felt a responsibility to do so. In the fact sheet they released the next day, they highlighted the distinction between 'junk mail' and 'advertising mail'.

They noted that junk mail is untargeted marketing which is directed to everyone, while 'advertising mail' is targeted marketing intended for current customers of a firm. According to the DMA, a recent survey indicated that 75% of consumers appreciated receiving special offers or coupons via mail. They also pointed out that advertising mail is an effective marketing tool, generating over 16 billion pounds in sales annually.