As online marketing matures, many companies are finding privacy policies that once seemed acceptable as constricting as clothing that has been outgrown and, like a too-tight suit, must be altered.

Viagra. Lowest mortgage rates. Hot XXX action. As seen on Oprah. Still reading? Seen this somewhere? Those four phrases and six more topped the list of the most commonly-used subject lines for junk, or "spam" e-mail in 2003, Internet service provider AOL said on Wednesday.