How to Opt Out of Valassis

Valassis — now operating under the Vericast umbrella — is one of the largest direct mail marketing companies in the United States. For decades they have been collecting consumer data to power coupon inserts, targeted mailers, and direct mail campaigns. If you are tired of receiving unsolicited mail or simply want less of your personal information circulating in marketing databases, here is how to opt out of Valassis and limit what they do with your data.

What Is Valassis (Vericast)?

Valassis Communications Inc. was acquired by Harland Clarke Holdings and subsequently rebranded as Vericast. The Valassis brand name still appears on their consumer-facing privacy tools, but the legal entity and headquarters are now Vericast. The company is headquartered at:

Vericast, Information Security and Privacy Group
15955 La Cantera Pkwy
San Antonio, TX 78256

Vericast/Valassis is a registered data broker in California and operates across the United States. Their core business revolves around direct mail marketing — those coupon booklets, RedPlum inserts, and targeted mailers that arrive in your mailbox are a signature product. To make that targeting possible, the company maintains detailed consumer profiles drawn from:

• Purchase history and transaction data: Retail purchases, coupon redemptions, and loyalty program activity
• Demographic information: Age, household composition, income estimates, and home ownership status
• Geographic data: Current and historical home addresses used to target by neighborhood or ZIP code
• Consumer interest segments: Inferred preferences based on shopping patterns, subscriptions, and lifestyle indicators
• Public records: Voter registration files, property records, and other publicly available data sources
• Third-party data partnerships: Information acquired from other data brokers and marketing companies

How to Opt Out of Valassis

Valassis provides a few ways to submit an opt-out request. The online method through Vericast's consent management platform is the fastest.

Method 1: Online Opt-Out via Valassis.com (Recommended)

1. Go to valassis.com in your browser.
2. Scroll to the bottom of the page and look for the footer link labeled "Do Not Sell or Share My Information."
3. Click the link. This opens a consent management window managed by Vericast's privacy platform.
4. Select "Necessary only" to reject all non-essential data processing, including the sale and sharing of your personal information.
5. Confirm your choice and close the window. Your preference will be recorded for that browser session.

Method 2: Email Request

1. Compose an email to privacy@valassis.com.
2. Include your full name and mailing address — this is the primary data point Valassis uses to identify you in their direct mail databases.
3. Clearly state your request. Write something like: "I am requesting that Valassis / Vericast opt me out of all marketing data processing, including the sale and sharing of my personal information, under applicable state privacy law."
4. Mention the applicable law if you live in a covered state (see below). This often accelerates processing.
5. Request written confirmation that your opt-out has been honored.

Method 3: Written Mail Request

If you prefer to submit a written request, send a letter to:

Vericast
Information Security and Privacy Group
15955 La Cantera Pkwy
San Antonio, TX 78256

Include your full name, current mailing address, and any previous addresses you have had, along with a clear request to opt out of all marketing data sharing. Send via certified mail so you have proof of delivery.

Who Is Eligible to Opt Out?

Valassis currently processes privacy requests only where recognized by applicable state data-privacy law. This includes residents of:

• California (CCPA/CPRA)
• Virginia (VCDPA)
• Texas (TDPSA)
• Colorado (CPA)
• Connecticut (CTDPA)
• Other states with comprehensive consumer privacy statutes

If you do not live in a covered state, your opt-out request may still be honored as a matter of company policy, but Valassis is not legally required to act on it. In that case, be explicit in your request and follow up if you don't receive a response.

Important Limitations to Understand

• Opt-out does not equal deletion. Unless you specifically request deletion under an applicable state law, Valassis will suppress your data for marketing purposes but may retain it for other uses such as fraud prevention, analytics, or compliance obligations.
• Already-distributed mail is not recalled. Data that has already been shared with printing partners, postal operators, or third-party mailers cannot be pulled back. The opt-out only stops future processing.
• Browser-based opt-outs are session-dependent. The cookie-based consent tool on valassis.com may not persist if you clear your cookies or use a different browser. For a durable opt-out, submit a request by email or mail instead.
• Don't volunteer new data. When submitting your request, only include information Valassis already has about you. Avoid providing email addresses or phone numbers they may not currently hold, as this adds new data points to their profile.

Why Opting Out of Valassis Matters

Direct mail data brokers like Valassis are a less visible but significant part of the data broker ecosystem. While most people focus on people-search websites that display personal information publicly, companies like Valassis quietly build detailed consumer profiles used to target households with personalized mailers and coupons — sometimes based on sensitive inferences about health, finances, or family status.

Because Valassis operates as a registered data broker in California and shares data with dozens of downstream marketing partners, a single profile can propagate across an entire network of direct mail vendors. Opting out at the source reduces this downstream spread.

Beyond Valassis: Other Direct Mail Data Brokers

Valassis is one piece of a large direct mail marketing data ecosystem. Other major players operating similarly include Acxiom, Epsilon, Harte-Hanks, and Oracle Data Cloud — all of which maintain their own consumer profiles and require separate opt-out requests. Even after successfully opting out of Valassis, your information likely remains in dozens of other databases used for similar purposes.

PrivacyOn automates opt-out requests across 100+ data broker sites — including direct mail companies, people-search sites, and background check databases — with continuous monitoring to catch re-listings. Instead of manually tracking and repeating opt-outs year after year, PrivacyOn handles the process on your behalf so your data stays off the market.