Paper production in Europe fell by 16% in the last half of 2008 and the first half of 2009, to a total of 95 million tonnes. Part of that is due to the economic crisis and a lower demand by the printed media in the absence of advertising revenue. Part, though, is due to an increasing use of the internet by businesses.

The paper industry, PCF spokesman Firmin François said, recognises the utility of electronic communications for their efficiency, but the ecological arguments for e-communications are “false”. Contrary to popular belief, he said, trees are not chopped down to make paper and switching to electronics “wouldn’t save a single tree”.

Recycled paper as a raw material accounts for at least half of all paper production in Europe, François said, with the share in Belgium at 58%. Wood fibres are obtained from the waste produced in logging along with offcuts from sawmills.

”People who buy kitchens never ask if they’re the cause of deforestation,” François said. “But they do if they use paper. Businesses should tell consumers the real reason for switching over to electronic communications, which is the lower cost. But of course that’s not as sexy as surfing on the green wave. In fact it’s nothing more than pure marketing."