How long can it stay on my credit report?!?!?

I had credit cards for two stores - JCPenney's and Maurices and didnt keep them paid up and I think they both went to collection - BUT, I DID soon after pay them both off in FULL. That was in 2002, now, 7 years later they are still being reported as 'negative' items on my credit report. How long are they going to be on there? Isnt there a limit on the amount of time they can be reported on my report? Is there anything I can do? I am really trying to fix my credit and these two things are really making it hard! Help?!?!