Survey shows most Americans want a 'Do Not Mail' initiative

Dec 10, 2012

(Phys.org)—A new Privacy and Advertising Mail survey by UC Berkeley School of Law finds that a very large majority of Americans, across all ideologies, age groups, and income levels support a Do Not Mail initiative. The national data, released today by the law school's Berkeley Center for Law & Technology (BCLT), shows that an overwhelming 81 percent of respondents support the creation of a service similar to the popular Do Not Call registry.

"Our survey is in line with consumer polls conducted over the last four decades that reflect a frustration with advertising ," said co-author Chris Hoofnagle, a Berkeley Law lecturer and director of information privacy programs at BCLT.

Advertising material now comprises more than half of all mail delivered to private homes and businesses. Many Americans not only consider it a nuisance, but also a privacy violation. "Americans may view advertising mail as a privacy issue because of database activities underlying the targeting of mail. They also may dislike the sense of intrusion created when advertising material flows into the home," said co-author Jennifer M. Urban, assistant clinical professor of law.

Despite years of survey research showing broad objection to advertising mail, the United States (USPS) has courted direct marketers. The researchers cite the agency's dire financial needs as a possible impetus for this approach. The Postal Service has lost tens of billions of dollars the last few years, losing about $57 million per day in the last quarter alone.

Privacy concerns have captured the attention of U.S. regulators, leading to the passage of several laws regulating marketing practices, but advertising mail has remained untouched. Although the Direct Marketing Association has operated a self-regulatory opt-out system since 1971, the "Mail Preference Service," it only blocks only about 1 percent of advertising mail.

"The USPS' fiscal challenges have created incentives for the agency that directly contravene recipients' desire to manage advertising mail," said Urban. "The Postal Service has created many innovations to help advertisers increase mail volume, but it's done little to assist Americans manage unwanted advertising mail."

Congress did direct the Postal Service to implement a system to stop pandering, called "prohibitory orders." This could, in theory, be used to address privacy concerns from unwanted mail, as well. But it is paper-based and labor-intensive, requiring the recipient to open and send each rejected mail piece to a specific postal office. It is considered an ineffective and outdated way to limit direct mail, according to the report.

Explore further: IBM dips into Twitter stream for business insights

More information: papers.ssrn.com/sol3/papers.cf… ?abstract_id=2183417

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User comments : 6

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IronhorseA
5 / 5 (1) Dec 10, 2012
The simplest way to reduce junk mail would be to eliminate postage discounts on third class mail.

barakn
1 / 5 (1) Dec 10, 2012
That would also be a simple way of eliminating the U.S. Postal Service.
Moebius
5 / 5 (1) Dec 10, 2012
I don't go through my mail for weeks at a time because of the pile of unsolicited crap I have to shred or burn and the massive aggravation it causes.
dschlink
not rated yet Dec 10, 2012
What amazes me is receiving ads from companies I haven't used in decades. "Your subscription has expired" Yes, in 1985.
Lurker2358
not rated yet Dec 10, 2012
That would also be a simple way of eliminating the U.S. Postal Service.


It's kind of true. If they didn't get all the postage income from the Junk Mail they'd be forced to raise rates on everything from stamps to packages by a significant amount most likely.
Yevgen
not rated yet Dec 10, 2012
Guess what, I would not mind to pay 10 times more for the postage on a one postcard that I send in a year, if I would be freed from spending 5-10 min every day going through a pile of junk they send into the mail-box.

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