Commentary: Marketing flyers still useful in a digital age, but we need better controls against waste, unsolicited mail

Those who do not want to receive flyers at home can sign up to opt out, suggest the authors, like how the Do-Not-Call Registry deals with unsolicited advertising messages communicated via phone lines.You must have seen them on your doorstep or in your home’s mailbox: Colourful printed flyers with eye-catching visuals and bold print, spelling out potential real estate deals, or maybe the next big supermarket sale.

In this age of environmental awareness where we need to do our part to reduce our carbon footprint and mitigate the effects of climate change, it is vital that we review our existing practices and see if improvements can be made.Residents have a few options for rejecting unsolicited mail deposited in physical letter boxes.

To avoid receiving such flyers, the resident would need to request to be taken off the Admail service, and this can be done through a rather convoluted process on SingPost’s website. In Singapore, we have the Spam Control Act to deal with unsolicited electronic mail, and the Do-Not-Call Registry to deal with unsolicited advertising messages communicated via phone lines — unsolicited telemarketing calls, mobile messages and fax messages.

This may be due to the fact that their courts have held that unsolicited mailing of leaflets by commercial advertisers is speech protected by the First and 14th Amendments of their Constitution.

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