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Measures must be proportional to the problem and underpinned by sound science if they are to be adopted by land managers (unlike N Dir) The BIG STICK (regulation and taxes) is unlikely to be effective $>A Why these measures?6Sheer effectiveness (including cost effectiveness) DP is impossible to deal with by monitoring/chasing up/punishing individual polluters - best way is to encourage a change in practice through positive measures Far more effective to minimise diffuse pollution in the first place by encouraging better practice&33  Why these measures?strong correlation between increase production of environmental positives (biodiversity , amenity, landscape value) and reduced production of environmental negatives. Because society wants, and is willing to pay for, more of the positives this offers an effective route to improved resource protection and reduced diffuse pollution Which is why the CLA supports the inclusion of resources protection in the agri-environment schemes and ELSS Z Why these measures?against command and control approaches, esp pollution taxes - won t reduce pollution just increase cost of food production - farmers can ill-afford. Negative farmer reaction management of pesticides targeted rather than fact of use (VI  alterative to tax - use innovative ideas) ineffective mechanisms to reduce pollution&( UK-ADAPT project (1)The CLA has supported diffuse pollution pilot catchment projects, such as Landcare, because many of them are based on - the measures that CLA believes are the right ones Welcome - UK-ADAPT timely project which will bring information on diffuse pollution catchment studies together  transfer of information greatly needed :GCJ UK-ADAPT project (2)6Hope UK-ADAPT will agree a shared and commonly agreed science-based and practically-based approach to control diffuse pollution This should feed into on-going projects, eg: Defra s diffuse pollution review and form the basis on which diffuse pollution policies are based in the future To provide practical, workable and effective measures to ensure a clean environment and a sustainable agricultural sector ,Zt%, :Agricultural diffuse pollution: Outcomes sought by the CLA+ Tanya Olmeda-Hodge Head of Environment CLA,,,/TPb< ` ̙33` ` ff3333f` 333MMM` f` f` 3>?" dd,? l-d u2 @  7`@2 n?" dd   @@``PR    @ ` ` p>> |t(     `TRMxaxa1 ?P  T CLICK TO EDIT MASTER TITLE STYLE! !@  Z[Mxaxa1 ?p  RClick to edit Master text styles Second level Third level Fourth level Fifth level!     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