When 'do not call' doesn't work

The fears of the direct marketing industry came true. Once a do-not-call list was created, people did register, in droves.

The list was created in 2003, not as a way to protect privacy, but to remove a powerful irritant from the lives of Americans. The Federal Trade Commission, which administers the list, says that more than 137 million phone numbers have been placed on the list by people tired of interruptions during dinner or their favorite TV show. The popularity of the do-not-call list unleashed a demand for other opt-out lists. A consumer can now opt out of the standard practice of their banks or loan companies selling their information to others. Other opt-out options stop credit card companies from soliciting consumers or end the flow of junk mail and catalogs.

While most of the opt-out options are intended to make life less annoying, they can also have the side effect of protecting personal information that can be misused by identity thieves or just unscrupulous merchants.

"Over the years, it has gotten so much easier to opt out," said Ari Schwartz, deputy director of the Center for Democracy and Technology, a public interest group that lobbies Congress on privacy issues. "There are still gray areas."

While financial companies have to give customers a chance to opt out of sharing personal information, other kinds of companies do not. Some that inform you they will share the information do not offer the option to protect personal information (other than not doing business with the company).

For those who just can't take it anymore, here is a master list of where you can take control.

Phone solicitations

To stop them, go to donotcall.gov. Or call toll free, 1-888-382-1222, from the number you are going to restrict.

Remember to register if you get a new phone number. You can register cell phone numbers as well. A listing is good for five years, after which you'll have to repeat the process. But you need not worry about forgetting. You will know when you start receiving sales calls again.

Junk mail

You can try to opt out of direct-mail solicitations, but it will probably not work very well. A private organization, the Direct Marketing Association, handles that list and not every merchant with pages of hot leads is a rule-abiding member.