InMijnBus helps municipalities

Code VOR

Advertising Code

The Code for the Distribution of Unaddressed Printed Advertisements is one of 22 specific codes of conduct promoted by the Advertising Code Committee. Within the nationwide availability of letterbox stickers, the Code for the Distribution of Unaddressed Printed Advertisements covers the banning of advertising leaflets and/or door-to-door newspapers, implementation, complaints handling, and a sanctions policy. Please see https://www.reclamecode.nl/nrc.

Code VOR and InMijnBus

InMijnBus is separate from Code VOR; the letterbox stickers also cover door-to-door newspapers and this sector has indicated that it does not want to join InMijnBus for the time being. Other deliverers of leaflets will also continue to deliver according to the current letterbox sticker system.

Digital YES sticker

With InMijnBus, Spotta is introducing a digital YES sticker for the leaflet package, which makes a greater contribution to sustainability than the physical YES sticker due to its convenience and additional uses.

Privacy

InMijnBus privacy aspects

When setting the preference on InMijnBus, based on the AVG basis 'execution of agreement', the preference to receive or not to receive the Spotta leaflet package will be recorded. The occupants of an address remain unknown when the preference is set on InMijnBus. Only the preferences of an address are recorded. One mobile phone number per household can also be stored for security purposes, but only if the user gives permission. This minimises and limits the processing of personal data as referred to in the AVG as much as possible. Residents are simply not known to InMijnBus and will not be. Only the address is processed and no further or other data that can be traced back to a natural person.

Implementation

Complaints

Spotta's existing complaints procedure is also accessible via InMijnBus. The complaints procedure under the VOR code's letterbox sticker no longer applies to InMijnBus, as InMijnBus is not part of this advertising code.

Environmental impact

Fewer unread leaflets in the recycling bin

Based on market research, it is expected that up to 15% of households will affix a digital sticker, as with InMijnBus, the main objections against using a physical sticker are dispelled. 15% equates to a saving of approximately 21 million kg of paper, based on 2021 distribution volumes. This statistic doesn't take into account the impact of the new temporary pause on advertising leaflet delivery options, for instance, during renovation works, during festive seasons, or the holidays.

Exact print run predictions

Via InMijnBus, advertisers and publishers know exactly how many advertising leaflets have to be printed. Currently, erring on the side of caution, up to 10% extra material may be published that ends up unread, somewhere in the waste paper chain.

Less raw material and energy wastage

The aim of InMijnBus is to minimise the number of advertising leaflets that end up unread in the recycling bin. Besides saving on paper it also saves on printing ink, energy and transport.

The importance of door-to-door marketing

Municipal information

Municipalities grasp, as no other, the impact of door-to-door marketing: letters about road closures, local activities or events, electoral rolls, etc. This 'government' communication remains outside the scope of the Code for the Distribution of Unaddressed Printed Advertisements.

Businesses

For businesses, door-to-door marketing remains crucial in the media mix, in incentivising consumers to come to their shop, use their services, order meals, or visit an event.

Consumers

70% of households wishing to receive advertising leaflets read them to stay up-to-speed on special offers (GfK commissioned by Milieu Centraal, 2020). 53% of households read leaflets in order to save money (GfK commissioned by MailDB, 2021) and 22% of households indicate the need for advertising leaflets to make ends meet financially (GfK commissioned by MailDB, 2021).

Deliverers

InMijnBus has been developed in cooperation with our deliverer's so that they can correctly and carefully implement the delivery preferences of each household in their delivery area. Spotta has around 21,000 delivery drivers in the Netherlands who deliver door-to-door advertisements and newspapers: mostly a first job for young people, but also for many older people as a supplement to their AOW pension and as a sideline for people who have dropped out of the labour market. Deliverers are paid at least the minimum wage through the "Delivery Standard for leaflets and door-to-door newspapers", a ministerial regulation for the sector. This was developed by the industry organisation MailDB and the Association of Weekly Newspaper Distributors together with the employees' organisation FNV Media and Culture and the Ministry of Social Affairs and Employment. To give a clear picture of the changes for deliverer, Spotta has developed a video. The video can be viewed at www.inmijnbus.nl/bezorgen.

Future developments

Buy locally

The InMijnBus platform gives householders more choice rather than 'all or nothing', which is the case with the current letterbox sticker. One next step could, for instance, be for householders who presently do not wish to receive advertising leaflets to show their interest in receiving leaflets from the local baker, butcher, restaurant, bookshop, upcoming events, etc.

Everything on InMijnBus

Spotta is open to expanding InMijnBus with other parties to become the online place where a household can manage preferences for all letterbox access. That's why it already looks neutral.