New California ‘Delete-All’ Data Privacy Platform Launches Jan. 1

Starting Jan. 1, Californians can request the removal of their personal information from online platforms.

The new Delete Request and Opt-out Platform (DROP) launched by the California Privacy Protection Agency (CPPA) aims to make it easy for California residents to delete personal information collected and sold by online data brokers.

There are about 500 data brokers that operate in the state, and before the new system, Californians had to contact each one to access their data. There was also no way of knowing if the data brokers had complied with a deletion request or if they would stop collecting your data in the future.

As a result, the 2023 California Delete Act directed the CPPA to create a simple system for consumers to submit a single removal request to all data brokers.

Data brokers will begin processing requests through the DROP platform in August 2026. As they process requests, your data will be deleted and no longer sold, according to the DROP website.

What is personal information?

Personal information includes social security numbers, email addresses, geolocation, phone numbers, personal interests, health data, and more. Data brokers collect and sell this personal and sensitive information to advertisers.

“Companies want to know every detail about you with the hopes of keeping you glued to your phone and buying their products,” wrote Consumer Watchdog’s 2023 “Data Stalkers” report analyzing California data broker reporting requirements.

The report found that, despite laws that aim to give consumers more control over their personal data, such as the landmark California Consumer Privacy Act (CCPA), fewer than 1 percent of Californians exercised these rights with major data brokers in 2023.

The report also highlighted the hacking risk posed by data brokers holding so much personal data, noting the 2023 hacking of data broker National Public Data, which exposed 2.7 billion records, including millions of email addresses and social security numbers, that were posted publicly online.

How does DROP work?

California residents create a profile on DROP, with basic information (name, phone number, email address). This information is used to make the deletion request and match the consumer to records held by data brokers. Users may include additional information to facilitate the match, such as VIN or date of birth—all collected data is encrypted, and the amount shared is up to the user.

Data brokers will compare the shared data with their records. They have up to 90 days to report back on how they processed the request. Brokers are fined up to $200 per day per individual for failing to comply with deletion requirements.

If there’s a match, all the data the data brokers have will be deleted, with a few exceptions, including information they get directly from the consumer by signing up for a newsletter or making a purchase, for example.

What else does the California Delete Act do?

The California Delete Act further strengthens California privacy laws, according to State Senator Josh Becker, who introduced the 2023 law by requiring data brokers to register with the CPPA and undergo independent audits every three years, starting in 2028.