From the department of transparent marketing ploys comes an effort by 192.com, a UK Internet directory service, demanding an opt-in regime for phone book distribution in Britain.
This is neither a unique nor an indefensible position. Many environmental groups around the world are actively pushing for various flavors of opt-in or opt-out programs to reduce the number of unwanted phone books. And BIA/Kelsey believes the industry needs to embrace opt-out programs because it’s the right thing to do and it might help stave off a more severe consumer/environmentalist backlash. But when a competitor to the phone book takes up this mantle, it takes on an aura of self-serving shamelessness that diminishes what might otherwise be a useful debate.
For a little color, see this article in The Sun, one of Britain’s more exuberant tabloids.