The Direct Marketing Association is a trade association of businesses and nonprofits that use and support direct mailing.

In 1971, the DMA created the "Mail Preference Service." The MPS assists consumers in limiting the amount of commercial or nonprofit mail received at home.

The service operates somewhat like the national "Do Not Call" list, which limits telephone calls from telemarketers. The MPS permits consumers to "opt out of -- or even opt into -- mailing lists."

Consumers may add or remove their names from individual DMA-member organizations' mailing lists and prospect mailing lists by registering and completing a form online (www.dmachoice.org/MPS/proto1.php).

Consumers also can reduce the number of pre-screened offers for credit and insurance that they receive in the mail.

The Fair Credit Reporting Act allows credit reporting companies to provide consumer names to potential lenders or insurers to make firm offers of credit or insurance that are not initiated by consumers. However, as a counterbalance the FCRA gives consumers the right to "Opt-Out," so they will no longer be included in firm offer lists.

Opting out can be accomplished by visiting www.optoutprescreen.com, or by calling 1-888-567-8688. This free service is offered by the major national credit bureaus.

Opting out does limit the information consumers receive regarding new products and offers. Consumers should weigh the advantages and disadvantages of opting in or out in the case of DMA member mailing lists, prospect lists, and pre-screened firm credit offers.

Opinions expressed solely are those of the writer. Joseph Pellicciotti is a lawyer, professor and associate vice chancellor at Indiana University Northwest.