Californians can now use a free online platform to request the deletion of their personal information held by data brokers. The state introduced the Delete Request and Opt-out Platform, known as DROP, on January 1. This tool aims to curb the sale of personal data harvested without direct consumer consent.
The California Privacy Protection Agency (CalPrivacy) unveiled DROP as a pioneering resource to empower residents in managing their online data footprint. Described by the agency as a "first of its kind" initiative, the platform enables users to verify their California residency and submit a single deletion request targeting every registered data broker in the state.
Data brokers, which collect and sell personal information, face new obligations under this system. They must register annually with CalPrivacy, process all deletion requests received through DROP, and disclose the types of data they gather and share. Regular audits will ensure compliance, with penalties and fines imposed on violators.
Processing of the initial deletion requests from DROP will begin on August 1, 2026. California joins Oregon, Texas, and Vermont as one of four states mandating data broker registration, though DROP stands out nationally for its comprehensive deletion capabilities. By restricting businesses that hoard and trade personal data not directly provided by consumers, the tool addresses growing concerns over privacy in the digital age.
This development reflects broader efforts to regulate the online trading of personal information, offering Californians a streamlined way to reclaim control over their data.
