Avoiding mail lists is tough

OREM — Utah Valley State College officials hastily moved up a decision to review, and limit, information available in student directories after Playboy recently shipped sexy mailers to UVSC students.

Brigham Young University cut its student directories to just names and phone numbers in 2001, but the administration announced it is re-evaluating its systems after many of its students received the same, unsolicited offer of a free DVD — "Sexy Nude Coeds" — if they ordered 12 issues of the publication for $10.

The Alpine School District joined UVSC and BYU in vehement denials that it had sold a list of names to Playboy when parents of teenagers complained last week after the printed cards featuring scantily clad women showed up in mailboxes in Utah and Salt Lake counties — addressed to people as young as 14.

If UVSC, BYU and Alpine didn't sell their lists to Playboy, how did the magazine get the names, many of which included middle names parents say they usually only reveal to schools? Chances are, parents will probably never know. It's likely, officials say, it is a combination of elements tied to companies that compile large databases of names.

The reality is that it is virtually impossible to keep your name from ending up in such databases, which leave the door open for unsolicited junk mail such as the Playboy mailers.

While there are ways available to stop companies from sending the junk mail (see box), the consumer has to take the initiative.

UVSC spokeswoman Heather Barnum said no student information was released to third parties but it is possible the information was obtained from the public student directory.

"Obviously, it's something that's unfortunate that it happened, and we're just trying to put in place safeguards within the federal guidelines that will help to avoid any external parties from doing something like this again," Barnum said. "This policy had been viewed as one that needed to be updated because of technology, but in light of recent events, it was expedited to ensure the safety and protection of the students."

The updated policy, pending approval by the college's Board of Trustees, eliminates the publication of mailing addresses, e-mail addresses and birth dates of students. The records of students under the age of 18 will no longer be published. The Family Education and Privacy Act requires that some student information be available, including students' names and enrollment information.