New Data Show Mailing Lists Can Be Hard to Shake

Merchants send Americans 20 billion catalogs a year, and more than 1,100 brands offer to share their mailing lists.That amounts to a lot of name sharing, which can turn into a headache for people who want to get off lists.

There is no law requiring all companies to let consumers remove themselves from mailing lists, or to block the sharing of personal information. The Federal Trade Commission regulates “deceptive” practices, which can include offering an opt-out but not honoring requests. But it has no guidelines on how quickly companies must respond.

More than 95% of catalog-removal requests are honored, says Chuck Teller, a former software executive who founded Catalog Choice, a Berkeley, Calif., nonprofit group that helps consumers get removed from mailing lists. But he also says many direct-mailers drag their feet on removals or don’t offer clear policies on information-sharing.

The Direct Marketing Association said it encourages its 2,600 corporate members to comply with customers’ requests to be removed from mailing lists. The group says roughly four million consumers participate in its DMA Choice service, which lets people indicate they don’t want to be added to new lists. But people who have purchased from a merchant must contact that company directly.

Continues at: New Data Show Mailing Lists Can Be Hard to Shake – WSJ.com.