Opt-Out By May 16 to Stop Dex From Littering Your Doorstep!

VIA FLICKR

Poof! Gone!

In order to make most of the city-enforced yellow pages opt-out website launched today, make sure you opt-out of Dex Pages delivery—the first to deliver and the largest publisher in Seattle—by May 16.

Under the city's new opt-out ordinance, yellow pages publishers can be fined up to $125 per phone book if they deliver directories to residents who opt-out at least 30 days before scheduled delivery. The new online registry lets you choose which yellow pages you want to receive or halts delivery altogether.

Later in the summer, residents will also be able to call or mail-in their preferences.

The city's opt-out ordinance has been attacked by the Local Search Association, formerly the Yellow Pages Association (wonder whether the name change has something to do with the fact that yellow pages are becoming more and more obsolete) who paint it as a violation of their First Amendment rights. The LSA insists that the city's website is a waste because the association already operates a national opt-out registry. The two sides are currently battling out their differences in court.

This morning Dex, SuperMedia, and LSA filed a request for a temporary restraining order (.pdf) against the ordinance so that Dex can go ahead with its printing and distribution as usual until the court hands down a decision.

Seattle Council Member Mike O'Brien says that the city's website provides real accountability. "Phone book companies must comply with peoples’ choices or face penalties," he says.

The U.S. Postal Service and Seattle Public Utilities estimates that Seattle homes and businesses receive an estimated 17,500 tons of junk mail and yellow pages phone books—approximately 100 pounds of waste per household—every year.



The city's website will also allow you to stop junk mail services.