California residents can now use the Delete Request and Opt-out Platform (DROP) to simultaneously request that 614 registered data brokers delete their personal information and stop selling their data.

Key Points

• The California Privacy Protection Agency launched the DROP tool to streamline privacy requests mandated by the state's Delete Act.
• Data brokers must comply with deletion and opt-out requests within 45 days of receiving them, starting August 1.
• Users can request the removal of sensitive data, including social security numbers, geolocation history, and inferences regarding health or political views.
• The platform allows users to file requests on behalf of other California residents, such as elderly relatives, to help reduce spam and unwanted contact.
• While the tool covers hundreds of brokers, it does not prevent non-registered companies or future data collectors from gathering personal information.

Why it Matters

This tool significantly lowers the barrier for consumers to exercise their privacy rights by replacing a tedious, manual process with a single, centralized request system. By reducing the number of entities holding personal data, residents can improve their cybersecurity and limit the reach of predatory companies and scammers.