My dvd player keeps displaying disc is dirty and won't play. I try several different discs that are clean and same message appears. Help?

Update: The discs don't look that bad. I tried a lens cleaning disc with some success but it is not a cure all. Do you have any idea what the problem could be? I use the flip fold page pouches to store my dvd's. I toss the original cases. Could this be part of the problem?
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