A final cause for concern in relation to advertising / direct mail is the environmental impact it has. Inserts are similar to direct response advertising within a magazine or newspaper. The main advantage over advertising inside a newspaper is that inserts are more easily seen, especially in the case of a typically large Sunday newspaper, which may consist of several sections. When permission marketing was first introduced, there were concerns that it might cripple smaller players and prevent new entrants into the market, as organisations with large numbers of consenting customers would have a significant competitive advantage over its rivals. However, far from having a negative effect, it appears that permission marketing has had a number of positive effects. From a marketer's perspective, when contact is first made with customers and permission is sought, it is imperative that the most robust of ethical standards are adopted.