Vox Pop: Can more be done to promote packaging waste regulations?

YES
It’s not a surprise that companies are getting caught out by the regulations, because many don’t know they’re affected.

Even when they do know, the regulations are complicated and difficult to understand making compliance difficult. The EA claims all the information is on its website but when I looked (and I knew what I was looking for) it took six clicks before I got to a relevant page; that’s pretty well hidden.

The EA should raise awareness of the regulations with the directors of affected companies ensuring they are aware of their responsibilities. This should be done with a direct marketing campaign, supported by PR and advertising in trade magazines.

This approach would mean companies have no excuses, the EA would only have to prosecute business deliberately avoiding their responsibilities and, more importantly, compliance rates would rise.
Michael Bennett, managing director, Pelican Public Relations

MAYBE
If companies have reached the website, then there is no excuse for failing to meet the legislative requirements – if they don’t understand something, they should seek clarification.

However, for something as important as changes in legislation, it is vital that a rigorous, targeted direct communications campaign is implemented to ensure that companies are made aware of how they can find out what is required. 

It should not be left to chance. After all, if a homeowner wants to extend his house, the local council is obliged to advise the neighbouring properties as well as placing a notice on the property. If a company is raising prices, it may well use a press relations campaign to reinforce the message, but it will also communicate directly with its customers.

Small businesses have untold pressures on their time. The Environment Agency needs to do more to ensure the message gets to them.
Bob Bushby, managing director, Nielsen McAllister

YES
Over the years I have worked on a number of campaigns that have targeted businesses and organisations about new regulations or the need for behaviour change. Such catch-all campaigns are notoriously very difficult to deliver because target audiences are normally not defined tightly enough and the subject matter is often dry and at times technically demanding.

The other major problem is the sheer amount of legislation that firms have to get to grips with. A recent survey by the Forum of Private Business found that it took its members 37 hours a month to comply with regulation. Small wonder things fall through the cracks!

To have any hope of achieving cut through, tighter and more focused campaigns are essential as is a combination of on and offline marketing communications tools, with a growing emphasis on the former.
Paul Kelly, director, PPS Group

YES
If people are trying to keep themselves informed of the law but still breaking it, the government has a communication problem it needs to address. We all know that ignorance of the law is no defence, but when laws are complex and multi-faceted, government has a moral duty to help people understand them.

Unfortunately, these days there is an over-reliance on websites. It’s on the website, we’re told, but all too often, when we investigate, we end up even more confused.

There appears to be a need for an overall Guide to Waste Packaging Regulations, providing information and checklists in simple, plain English. It could be promoted through an advertising campaign in the business sections of newspapers as well as management and trade magazines.

Perhaps the new Advisory Committee on Packaging could put this idea on its agenda? To get them started, here’s a slogan that incorporates a packaging pun, Don’t get caught, get canny.
Mike Churchman, director, Churchmans Marketing Communications

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