If a Web site asks me whether I want to receive spam, and I say no, that means no. Earlier this year, Yahoo decided that even though many of its users had already opted out of its various e-mail marketing messages, it would nevertheless sign them up (see "Yahoo Resets Member Spam Preferences").

I guess the company is within its rights. After all, Yahoo users don't have to pay for such services as Yahoo Messenger and Yahoo Mail. Fortunately, you can still opt out of receiving marketing messages from the company if you like. And while you're at it, you may want to review your personalization settings at other online sites and services to make sure your online privacy is protected and to keep your in-box free of clutter.

First, let's visit Yahoo. To review your personalization settings at the site, browse to my.yahoo.com, and sign in with your Yahoo ID and password (if you're not a Yahoo subscriber, you can sign up on the same page). Next, click the Account Info link that appears at the top of the page--you will be asked to enter your ID and password once again for security. Now you're looking at your Yahoo ID Card, which summarizes details that you've provided to Yahoo in the past, including your zip code, gender, occupation, and even your address and phone number.

To alter any of these items, click the small Edit button at the top of each ID Card section, and delete or change the information listed there.

Next, click the Edit your marketing preferences link in the center of the ID Card. If you haven't visited the site for a few months, it may look like mine (see FIGURE 1). Yahoo automatically signed me up for every category of its special offers and marketing communications. Click the No button next to those offers you don't want to receive. If you've supplied your street address or telephone number (you might want to think twice about that), scroll to the bottom of the page and check Do not contact me via postal address and the similar telephone option, unless you want to receive even more junk mail and telephone solicitations than you already do. For the Yahoo Delivers service, you can either deselect the service completely by clicking its No button, or leave it enabled and click its Edit your preferences link to select the product categories you do want to hear about. Click the Save Changes button at the bottom of the page in order to make the settings permanent--we hope.

Other sites let you control your preferences and opt out of junk mailings in similar ways. For Microsoft services such as Hotmail and MSN Messenger, visit www.passport.com and click the Edit the information in your .NET Passport link. America Online offers two important personalization links: Go to keyword preferences, and click the Privacy and Marketing links there. If you receive the New York Times' free daily e-mail version (highly recommended), visit www.nytimes.com/membercenter to control personal information and the delivery and marketing options. Even PCWorld.com offers the same kind of controls for those who use its optional Member Services. Just scroll down to the bottom of the page, click the Member Services link, and log in.

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