Following a number of anthrax scares caused by ill-considered mailshots in Europe and the US, Britain's Direct Marketing Association has issued guidelines to advertisers.

It urges common sense on direct mailers to ensure they do not cause avoidable alarm to mail recipients. This is equally necessary to “help retain the integrity of the direct marketing industry”.

Says DMA director of postal affairs David Robottom: “It’s important that the public feel confident that they can go about their daily business as normal, but unfortunately some recent product samples sent through the post have caused unnecessary scares.”

News source: Media Week (UK)