The mission of Catalog Choice is to reduce the number of repeat and unwanted catalog mailings, and to promote the adoption of sustainable industry best practices. We aim to accomplish this by freely providing the Catalog Choice services to both consumers and businesses. Consumers can indicate their mail preference for catalogs, and businesses can receive the list in a secure manner so that they can efficiently honor the requests.
There are currently over one million people who are using the service. We just signed up and it was really easy. It only took a few minutes. According to the site, within 3 months we should stop receiving that catalogs that we specified. Not every catalog is available but there is a link to add new catalogs.
If you choose to continue receiving some catalogs, there is also an article on this site that explains what the eco-labeling on catalogs means. Read the article here.