Hotline set up to handle moans about junk mail

A complaints hotline will be launched next week for people sick of junk mail in their "no circulars" labelled mailbox.

On Monday, the Marketing Association launches its national code of practice for the distribution of unaddressed mail, an attempt to self-regulate the $56 million industry.

The consumer line taking complaints about code non-compliance is 0800 111 081. It will be available from 7am to 7pm, Monday to Friday.

Each year, about 1.5 billion items of unaddressed mail, such as flyers, catalogues and product samples, are delivered nationally.

Association chief executive Keith Norris said the national code was a response to waste bylaws proposed by three Auckland councils. He said the voluntary code was more practical than local authorities forming separate bylaws.

The code had the support of major direct marketing companies, the New Zealand Retailers Association and the Real Estate Institute of New Zealand, which made up 95 per cent of unaddressed mail delivered nationally.

"Unaddressed mail, in the form of flyers, leaflets, brochures, circulars and business cards are an integral part of many advertisers' marketing campaigns and we want to make sure this tool is used responsibly," Norris said.

The code states that unaddressed mail cannot be delivered to letterboxes that are already full, and that other material already in the letterbox cannot be removed to make space for unaddressed mail.

Unaddressed mail and free newspapers must not be delivered to letterboxes displaying an "addressed mail only" sign. Other guidelines also apply.

Norris said educating the industry would be a key factor, particularly with the large number of delivery staff.

Deltarg general manager Phil Clemas said the code formalised methods already followed by major players in the industry.

He said it set a new benchmark and brought New Zealand in line with Australian practice.

"There are many members of the public that do treat their unaddressed mail very affectionately," he said. "There is this connection with what comes through the letterbox."

Mailshop general manager Deidre Ross said it could drive growth in addressed mail, already worth $34 million annually. "It may encourage companies to look at personalising their mail."

Advertising attitudes

65% of respondents consider unaddressed mail "provides me with information and promotions about products/services before I shop".

55% think it is good for providing prices and details.

25% say it is cheap and nasty.