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The Domestic Mail Manual (DMM) regulates the US Postal Service's operation. As cited at DMM 508-1.1.3, it requires
all post offices to accept the return of unsolicited and unopened junk mail.
Here is what that specific regulation says.

NOTE: Downloaded: 3/28/06 from U.S. Postal Service site: http://pe.usps.com/text/dmm300/508.htm#wp1036157
  
You may want to copy the regulation in the white area (below), paste it into a text document and print it out.
Then, bring it to the post office with your junk mail - just in case the postal clerk doesn't know the regulation.

United States Postal Service - Domestic Mail Manual - 508 1.1.3
508-1.
Recipient Options - Summary
Describes how addressees may control delivery of their mail, the standards for returning refused mail, as well as other aspects of mail delivery.


1.1 Delivery to Addressee . . .


1.2
 Refusal at Delivery . . .


1.3
 Refusal After Delivery
 After delivery, an addressee may mark a mailpiece "Refused" and return it within a reasonable time, if the piece or any attachment is not opened. Mail that may not be refused and returned unopened under this provision may be returned to the sender only if it is enclosed in a new envelope or wrapper with a correct address and new postage. The following may not be refused and returned postage-free after delivery:



a. Pieces sent as registered, insured, certified, collect on delivery (COD), and return receipt for merchandise mail.
 b. Response mail to the addressee’s sales promotion, solicitation, announcement, or other advertisement that
was not refused when offered to the addressee.

 Brief Discussion
The pertinent text of the above regulation is the first and last sentence of paragraph 1.3:
"After delivery, an addressee may mark a mailpiece "Refused" and return it within a reasonable time, if the piece or any attachment is not opened." ... "The following may not be refused and returned postage-free after delivery:"
and subparagraph 1.3b:
"Response mail to the addressee’s sales promotion, solicitation, announcement, or other advertisement that was not refused when offered to the addressee."
Let's examine the above, somewhat obtuse regulation at 1.3b, to determine what it means.
"Response mail" is not defined in the Domestic Mail Manual. Thus, the phrase is a term of art, common to the junk mail industry. Therefore, "response mail" is sent or received as a result of the prior inducement of the addressee.
The word "Addressee" describes an entity to whom mail is addressed. Note: the regulation uses the word in the possessive. ( "Response mail to the addressee’s ..." )
"Sales promotion, solicitation, announcement, or other advertisement" is easy to understand. Of the four terms used, 'solicitation' is the broadest. It is commonly (and primarily) defined as 'seeking to obtain by persuasion' .
A 'translation' of 1.3b is; you may return any mail that you did not ecourage to be sent to you.
So, the regulation indicates that:
if you didn't ask for it and didn't open it, you can
write 'Refused' on junk mail and take it back to the Post Office.

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