California has launched the Delete Request and Opt‑out Platform (DROP), a state‑run portal that lets residents send deletion and opt‑out requests to all registered data brokers in one place.
DROP was created under California’s Delete Act, which forces data brokers to register with the California Privacy Protection Agency (CPPA) or face fines. Currently over 600 data brokers are in the registry.
Data brokers collect and sell extensive personal information, including financial details, online behaviors, and location data. This data is often gathered without explicit consent, raising concerns about privacy and transparency.
DROP is a state service that sends a standardized deletion/opt‑out request to all data brokers registered with the California Privacy Protection Agency. Starting August 1, 2026, registered data brokers in California are required to access DROP and have 90 days to delete a person’s records after a request.
How to use DROP
You’ll need to provide at least one reachable email address and/or mobile phone to verify your identity and track the request. Be ready to provide basic personal data (name, address, contact details) that brokers are likely to have and that DROP uses to match your records.
- Go to the DROP portal.
- Use the “Get Started” button on the homepage.
- Accept the terms and conditions presented by the platform by using the “I accept” button.
- You’ll need to verify that you are a California resident: you can either input your personal information manually, or authenticate via Login.gov, which allows identity verification through a federal login. If you receive the message “Unable to verify” your status as a California resident, click the link on screen to “Request a review of your eligibility.”
- After residency verification, create a deletion request:
- Provide your email address and/or phone number to verify contact details.
- Fill in basic information (name, address, etc.) so brokers can locate your records.
- Submit your request through DROP and you’ll receive a DROP ID that lets you track the status of your request online. Store that number somewhere.
Now, it’s up to the data brokers. They now have 90 days to delete your records and comply with opt‑out obligations. If you run into a problem there is a dedicated help site.
For non-Californians
Some other states—like Oregon, Texas, and Vermont—also require data broker registration, though only California currently offers a centralized platform like DROP. If you live in such a state, check your attorney general’s website or privacy office for a “data broker registry” or opt‑out guidance, and follow their listed processes to submit requests directly to each broker.
Even without DROP, US residents can still reduce data broker collection and sale of their data, but it requires more manual work. Where no centralized government tool exists, you can identify brokers by searching for “data broker opt‑out” and review lists from privacy advocacy groups.
For each broker you’ll have to submit individual requests:
- Use their web forms, email addresses, or postal addresses to request:
- Deletion of your data, and
- Opt‑out from sale or sharing of your data.
You’ll need to provide enough information to match your record (e.g., name, address, email, phone) but avoid oversharing additional sensitive data.
It’s advisable to maintain a spreadsheet with dates, brokers, and confirmations. Most privacy laws specify response deadlines, often 30–45 days, though this varies by state.
Sounds like a lot of work? Malwarebytes Personal Data Remover can help.
How to reduce future data broker collection
This is probably the only field where “security by obscurity” works.
Use multiple email addresses where you reserve one for financial/critical accounts and use aliases or disposable emails for newsletters, shopping, and registrations, making it harder for brokers to build a unified profile.
A VPN encrypts your traffic and hides your IP address, reducing the ability of websites and analytics firms to link activity to a stable, location‑based identifier.
For non‑critical services, avoid providing full legal names, exact home addresses, or phone numbers if they’re not strictly necessary. This is especially true for rewards and loyalty programs.
Your name, address, and phone number may already be for sale.
Data brokers collect and sell your personal details to anyone willing to pay. Malwarebytes Personal Data Remover finds them and gets your information removed, then keeps watch so it stays that way.
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