The World: Washington - US DM industry under threat from law-makers

Fears are growing about the future of the $900 billion direct mail industry in the US, as more states consider the introduction of "do-not-mail" lists.

Bills are being considered by a number of state legislatures, including those of Hawaii, Colorado, Maryland, New York, Texas and Washington.

If passed, the bills would allow people to sign up for a list and be free of direct mail.

The US Direct Marketing Association and other groups are preparing to fight the trend, claiming that it is unconstitutional as well as warning people about its economic impact.

Pete Blackshaw, the chief marketing officer of Nielsen BuzzMetrics, said a Democrat-controlled US Congress was likely to increase the prospect of regulation.