The printing and mailing industry has always adapted to changing technologies, customer expectations, and market conditions.
Why Marketers Should Follow Public Policy Developments
Today, marketing legislation and other public policy developments are creating new considerations for marketers, affecting everything from communication preferences and compliance requirements to production and mailing costs.
By staying informed about marketing policy changes, marketers can anticipate developments that may affect direct mail strategies and customer communications.
Last spring, Freedom participated in the PRINTING United Alliance Legislative Fly-In in Washington, D.C. Freedom President and Chief Operating Officer Eric Blohm was part of a delegation of Wisconsin industry representatives that met with House and Senate offices representing Wisconsin to discuss several industry priorities.
Freedom’s engagement with government officials who are involved in the printing and mailing industries is ongoing. Another example was Deputy Postmaster General Doug Tulino’s attendance at Freedom’s 40th anniversary and opening of a new state-of-the-art mailing center in September 2026.
During the Fly-In last spring, the industry leaders and elected officials discussed four policy issues that directly impact commercial and nonprofit mailing organizations in industries such as healthcare and financial services, as well as the customers they serve. Freedom will monitor these issues and provide updates on developments impacting marketers.
1. Tariffs and Printing Input Costs
The printing industry relies on a range of materials and equipment, including
- paper,
- inks,
- coatings,
- films,
- specialty substrates, and
- production equipment.
In many cases, these products are not produced domestically in sufficient quantities to meet demand.
When tariffs are applied to these critical inputs without a practical exclusion process, they can increase costs for American manufacturers, create supply chain challenges, and limit opportunities for growth and investment.
A key discussion point within the industry is the need for a transparent process that provides relief when materials or equipment are not available from U.S. suppliers in sufficient quantities.
What This Means for Marketers
These policies ultimately influence production costs, supply chain stability, and the long-term competitiveness of American manufacturing, including printing. For marketers, those impacts can affect project budgets, campaign timing, and the cost of customer communications.
2. Consumer Choice of Paper or Pixel Communications
Digital communication is an important part of today’s customer experience. Most marketers rely on a mix of digital and printed communications to reach their audiences, as digital delivery is not the right solution for every consumer or communication.
What’s Changing?
Two federal agencies are considering rules that would not prohibit paper communications but, rather, move millions of Americans to electronic delivery of important financial and health-plan information unless they request paper. These proposals are part of a long-term movement toward electronic delivery for regulated communications.
The SEC’s proposed Regulation E-Delivery would allow covered financial organizations to make electronic delivery the default for many investor communications. This proposed regulation has generated numerous public comments opposing it. A separate Department of Labor proposal would allow ERISA-covered group health plans an electronic-delivery option for required disclosures.
Why Consumer Choice Matters
Many industry groups have advocated to preserve consumer choice rather than shifting individuals toward digital-by-default models. Their goal is simple: let consumers choose the format that works best for them.
For many Americans, particularly older adults, those with limited internet access, and individuals who simply prefer print, paper remains an important and effective communication channel.
What This Means for Marketers
Numerous neuroscience-based studies have found that printed communications can improve comprehension and retention, especially when information is complex, important, or intended to elicit emotion.
For marketers, preserving paper choice helps ensure customers can receive critical communications in the format that best supports engagement, comprehension, and response.
3. Reducing EPR Regulatory Complexity
Extended Producer Responsibility (EPR) policies aimed at improving recycling systems and environmental outcomes continue to expand at the state level.
The Challenge of State-by-State Requirements
The resulting patchwork of state requirements is creating additional complexity for companies that mail, print, package, or distribute products across multiple states. These companies face varying definitions, reporting requirements, fees, timelines, and compliance standards that can increase their administrative costs and resource burdens.
What This Means for Businesses
Many industry organizations have expressed support for a more consistent national framework that recognizes existing recycling successes while reducing unnecessary compliance challenges.
For marketers and mail owners, a consistent national approach can help reduce administrative complexity and improve planning for printed communication programs.
4. The Future of the Postal System
The United States Postal Service remains one of the most important delivery networks in the country.
Why USPS Matters
Marketers rely on it to acquire and retain customers. Nonprofits depend on it to connect with donors. Healthcare organizations use it to communicate with patients. Financial institutions use it to deliver important account and regulatory information. Postal policy decisions can directly affect campaign costs, delivery timing, and marketing performance.
The Policy Debate
At the same time, USPS continues to face financial and operational challenges. Discussions continue around
- postal reform,
- regulatory oversight,
- service performance, and
- postal sustainability.
What This Means for Marketers
The industry broadly supports a strong and reliable postal service because brands depend on affordable and predictable mail delivery.
Just as importantly, many stakeholders believe any future reforms or financial support should be accompanied by strong accountability, transparency, and oversight to ensure that the system remains affordable and dependable for the organizations that rely on it.
What Marketers Should Watch
Marketers should continue monitoring developments related to tariffs, paper choice, EPR requirements, and postal policy, as each has the potential to influence communication strategy, program costs, acquisition marketing, and customer engagement.
Help Shape Future Industry Advocacy
Industry advocacy is strongest when policymakers hear directly from the organizations affected by marketing legislation and policy changes.
Freedom works alongside PRINTING United Alliance to help communicate the real-world impact of policy proposals on marketers, mail owners, and customer communication programs. Your feedback can help industry leaders and policymakers better understand how these issues affect businesses and the people they serve.
Whether you’ve been affected by postal rate increases, tariffs, paper-choice proposals, sustainability regulations, or another policy issue, we’d like to hear your perspective.
Frequently Asked Questions About Marketing Legislation and Policy Changes
Why do some consumers still prefer printed communications?
Many consumers find printed communications easier to review, retain, and reference, particularly when the information is complex or regulated. Print can also remain an essential communication channel for individuals with limited internet access or a preference for hard copies.
Why should consumers have a choice of paper communications or digital-only delivery?
Most organizations benefit from offering both print and digital options. While digital communications can provide convenience and efficiency, many consumers still value the accessibility, permanence, and readability of printed communications. A consumer-choice approach allows individuals to select the format that best meets their needs.
What is Extended Producer Responsibility (EPR)?
Extended Producer Responsibility (EPR) refers to policies that place greater responsibility on producers for the collection, recycling, and management of materials at the end of their lifecycle. These programs are intended to improve recycling outcomes and support sustainability objectives.
Why is USPS performance important to marketers?
Organizations rely on USPS to deliver customer acquisition campaigns, donor appeals, account communications, healthcare information, and other critical mailpieces. Postal reliability can influence campaign timing, customer experience, and overall program effectiveness.
How do postal policy decisions affect direct mail programs?
Postal policy decisions can affect postage costs, delivery performance, and USPS service standards. These factors may impact both consumer responsiveness and direct mail campaign profitability.