There are no fewer than four industry-run opt-out schemes for unsolicited junk mail in the UK. As if that is not enough, various third-party opt-out services popped up in the second half of the noughties. Most of these services were commercial opt-out websites that lasted for only a few years. Making money out of stopping junk mail is hard, in particular when you run an opt-out service that is really designed to encourage people to opt in to certain types of advertisements.