California residents can now use a new online tool to request the deletion of their personal data from over 500 registered data brokers. Attorney General Rob Bonta issued a consumer alert to remind Californians about the Delete Request and Opt-out Platform (DROP), developed by the California Privacy Protection Agency (CalPrivacy). The platform is designed to help individuals control how their information is collected and sold.
“Data brokers store and sell so much information about our daily lives — who you are, how you live, and where you go — but in California there is now an easy-to-use tool to take back control over your data,” said Attorney General Rob Bonta. “By using DROP, consumers can tell data brokers to delete and not sell their personal information, decreasing both the amount of data circulating around and the risk that this data is leaked or hacked. I commend CalPrivacy for developing this critical tool and remind data brokers that my office stands ready and fully committed to enforce compliance. For more information and to use DROP, visit privacy.ca.gov/drop.”
Tom Kemp, Executive Director of CalPrivacy, noted the high interest in the tool: “In less than six weeks of its availability, over 225,000 Californians have already signed up for DROP. This shows that Californians want to limit the personal information data brokers collect and sell about us and is yet another example of the tech policy innovation that is happening here first in California.”
Senator Josh Becker (D-Menlo Park) commented on public support for privacy laws: “Californians have been very clear that they want to reclaim control over their personal information, and this law gives them a new tool to do that. The incredible success of the Delete Act and DROP demonstrates that strong privacy laws are practical, popular, and effective. It shows that if we make it easy, people will take advantage and delete their data.”
Data brokers gather details such as email addresses, phone numbers, browsing history, interests, health-related information, geolocation data, among others. These details are often sold without consumer awareness. Using DROP allows residents to instruct these companies not only to delete but also not to sell their personal information.
The launch of DROP was made possible by the Delete Act (Becker, 2023). With one request through DROP, users can ask all registered brokers to erase their stored personal information. Data brokers must begin deleting requested records starting August 1, 2026; those who do not comply may face penalties.
To use DROP:
– Confirm California residency.
– Create a profile with basic encrypted information.
– Submit a single deletion request through the platform.
The California Attorney General’s office serves as chief law enforcement authority for the state with responsibilities including enforcing state laws and advancing initiatives related to civil rights and consumer protection (official website). The office operates statewide under leadership from Rob Bonta (official website).
For more details or to submit a deletion request via DROP: privacy.ca.gov/drop.
