Californians can now put a stop to their personal data being sold on online trading floors thanks to a new free tool. On January 1, the state launched its Deletion Request and Opt-Out platform, shortened to DROP, which allows residents to request the removal of all of their personal information collected by data brokers online.
According to the California Privacy Protection Agency (CalPrivacy), which was responsible for the release of DROP, it is a “first-of-its-kind” tool that places new restrictions on businesses that collect and sell personal information not directly provided by consumers. Before you can send a “single deletion request to every registered data broker in California,” this process requires you to verify your California residency.
CalPrivacy, on the other hand, would require data brokers to register every year and process any deletion requests from DROP. Data brokers will also have to report the type of information they collect and share, as well as be subject to regular audits that check compliance. If a data broker is found evading the requirements, he may face penalties and fines.
In addition to being the first in the country to offer this type of comprehensive tool that removes personal data online, CalPrivacy said it is one of four states, including Oregon, Texas and Vermont, that require data broker registration. According to the agency, data brokers will start processing deletion requests before the DROP from August 1, 2026.
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