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DEALING WITH THE OPT-OUT
MOVEMENT

Amy Healy
Director, Public Policy
Yellow Pages Association
Defining the Opt-Out Movement
2


     IS NOT
          An attempt to eliminate all paper directories.
          An attemp...
The Perfect Storm
3




     Increase in alternatives         “Consumer-in-control”
     to print directory               ...
Number of Directory Titles Growing
4




         Source: YPA Rates and Data
Print Distribution Skyrocketing
5




         Source: YPA Rates and Data
Consumer-in-Control Movement
6


     Industry Self-Regulation Programs
       DMA’s Mail Preference Service
         www....
Consumer-in-Control Movement
7

     Federal Statutes:
        Do Not Call List (FTC) – Est. 2003
          157 million nu...
YP Represents .3% of Waste Stream
8
YP Recycling Rates Lagging
9




     Source: Municipal Solid Waste in the United States, 2006 Facts and
     Figures, U.S...
Legislative Action – 2007 and 2008
Washington HB 3326
11


      Mandatory Opt-Out.
      Print Opt-Out instructions on front or back
      cover of director...
Hawaii SB 2628 & HB 1981
12


      Both bills mandated Opt-In.
      House bill died early but Senate bill passed
      S...
Minnesota
13


      Opt-In proposal by the MN Pollution Control Agency
      (PCA).
      Opt-Out proposal by State Reps....
Alaska HB 387
14


      Introduced 2/19 – deadline for bills in Alaska.
      Limits directory distribution by telephone ...
Industry Response
15


      Joint Environmental Guidelines (YPA and ADP)
        Source Reduction
        Environmentally...
2009 YPA Conference and Exhibition




 Yellow Pages Association 2009 Conference & Exhibition
                    April 26...
17




              Thank you
     amy.healy@ypassociation.org
           908-286-2390
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Yellow Pages Industry Blocking Delivery Legislation

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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.

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Yellow Pages Industry Blocking Delivery Legislation

  1. 1. DEALING WITH THE OPT-OUT MOVEMENT Amy Healy Director, Public Policy Yellow Pages Association
  2. 2. Defining the Opt-Out Movement 2 IS NOT An 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. IS About reducing the amount of unwanted and unsolicited directories. Containing recycling and disposal costs for municipalities. Cleaner distribution. Consumer choice.
  3. 3. The Perfect Storm 3 Increase in alternatives “Consumer-in-control” to print directory and environmental trends information means lower tolerance for unsolicited marketing materials Significant increase in new print titles and print distribution.
  4. 4. Number of Directory Titles Growing 4 Source: YPA Rates and Data
  5. 5. Print Distribution Skyrocketing 5 Source: YPA Rates and Data
  6. 6. Consumer-in-Control Movement 6 Industry Self-Regulation Programs DMA’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.
  7. 7. Consumer-in-Control Movement 7 Federal Statutes: Do Not Call List (FTC) – Est. 2003 157 million numbers placed on the list CAN SPAM – Est. 2003 Mandates commercial e-mailers honor unsubscribe requests Junk Fax Prevention Act – Est. 2005 Prevents unsolicited faxing without EBR State law: New York Unsolicited Advertising Law – 2008 Opt-out for unsolicited papers, fliers, pamphlets, handbills, circulars Property owner may post sign saying: “Do Not Place Unsolicited Advertising Materials on This Property.”
  8. 8. YP Represents .3% of Waste Stream 8
  9. 9. YP Recycling Rates Lagging 9 Source: Municipal Solid Waste in the United States, 2006 Facts and Figures, U.S. Environmental Protection Agency
  10. 10. Legislative Action – 2007 and 2008
  11. 11. Washington HB 3326 11 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
  12. 12. Hawaii SB 2628 & HB 1981 12 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
  13. 13. Minnesota 13 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
  14. 14. Alaska HB 387 14 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 committee WIN
  15. 15. Industry Response 15 Joint Environmental Guidelines (YPA and ADP) Source Reduction Environmentally friendly manufacturing Commitment to recycling Publishers representing 97% of print circulation have signed on to the guidelines. Implementation crucial to success in 2009.
  16. 16. 2009 YPA Conference and Exhibition Yellow Pages Association 2009 Conference & Exhibition April 26-28, 2009 Sheraton San Diego Hotel & Marina, San Diego, CA
  17. 17. 17 Thank you amy.healy@ypassociation.org 908-286-2390
  • danielegaliffa

    Dec. 10, 2008
  • kapil

    Oct. 5, 2008

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.

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