Log in to your paypal account -> Go to the My Account Tab -> Click on the "Profile" link on the right hand side of the subtab of My Account.
I am looking at this from paypal standard. I am guessing that the profile page can be found the same way on paypal advance. So this might not work for you. :(
Did you try the method GoodsonKrewe said earlier in this thread with paypal advance?
I am hoping to use the paypal direct plugin with paypal advance so I would like to know if you can get it to work before I sign up for paypal advance.