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Yellow Pages Industry Blocking Delivery Legislation
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DEALING WITH THE OPT-OUT MOVEMENT Amy Healy Director, Public Policy Yellow Pages Association
description
The Yellow Pages industry is organizing to prevent states from creating legislation that would mandate opt-out or opt-in policies, giving citizens more control over whether they receive phone book deliveries or not. This is a presentation by the industry that discusses their success to date in blocking such legislation.
Transcript of Yellow Pages Industry Blocking Delivery Legislation
DEALING WITH THE OPT-OUT MOVEMENT
Amy HealyDirector, Public PolicyYellow Pages Association
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IS NOTAn attempt to eliminate all paper directories.An attempt to restrict delivery of directories to people that want them.Singling out of the directory industry.Solely an environmental issue.
ISAbout reducing the amount of unwanted and unsolicited directories.Containing recycling and disposal costs for municipalities.Cleaner distribution.Consumer choice.
Defining the Opt-Out Movement
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“Consumer-in-control” and environmental trends means lower tolerance for unsolicited marketing materials
Increase in alternatives to print directory information
Significant increase in new print titles and print distribution.
The Perfect Storm
Number of Directory Titles Growing4
Source: YPA Rates and Data
Print Distribution Skyrocketing5
Source: YPA Rates and Data
Consumer-in-Control Movement6
Industry Self-Regulation ProgramsDMA’s Mail Preference Service
www.the-dma.org/consumers/offmailinglist.html
Credit Card “Pre-Approved” Solicitations, Experian, Equifax & TransUnion participate in:
www.optoutprescreen.com
Most catalogues operate their own opt-out numbers.
Consumer-in-Control Movement7
Federal Statutes:Do Not Call List (FTC) – Est. 2003
157 million numbers placed on the listCAN SPAM – Est. 2003
Mandates commercial e-mailers honor unsubscribe requestsJunk Fax Prevention Act – Est. 2005
Prevents unsolicited faxing without EBRState law:
New York Unsolicited Advertising Law – 2008Opt-out for unsolicited papers, fliers, pamphlets, handbills, circularsProperty owner may post sign saying: “Do Not Place Unsolicited Advertising Materials on This Property.”
YP Represents .3% of Waste Stream8
YP Recycling Rates Lagging9
Source: Municipal Solid Waste in the United States, 2006 Facts and Figures, U.S. Environmental Protection Agency
Legislative Action – 2007 and 2008
Washington HB 332611
Mandatory Opt-Out.Print Opt-Out instructions on front or back cover of directory.Burden of compliance on publisher and distributor.HB 3326 failed to be reported out of Rules Committee.WIN
Hawaii SB 2628 & HB 198112
Both bills mandated Opt-In.House bill died early but Senate bill passed Senate Energy & Environment Cmte.Hawaiian Telcom testified against – Sierra Club in favor.Face to face lobbying meetings and letters from YPA, Paradise Pages influenced legislators.WIN
Minnesota13
Opt-In proposal by the MN Pollution Control Agency (PCA).Opt-Out proposal by State Reps. Gardner, Wagenius, others.YPA, ADP, RHD filed comments with MPCA.In person lobbying before the MN PCA and legislators.Early momentum subsided after industry involvement. WIN
Alaska HB 38714
Introduced 2/19 – deadline for bills in Alaska.Limits directory distribution by telephone utility to one per household per year.Very poorly drafted, anti-competitive.Worked with LIM. Bill stalled in committeeWIN
Industry Response15
Joint Environmental Guidelines (YPA and ADP)Source ReductionEnvironmentally friendly manufacturingCommitment to recycling
Publishers representing 97% of print circulation have signed on to the guidelines.Implementation crucial to success in 2009.
2009 YPA Conference and Exhibition
Yellow Pages Association 2009 Conference & ExhibitionApril 26-28, 2009
Sheraton San Diego Hotel & Marina, San Diego, CA
