California residents can use new tool to demand brokers delete their personal data

California: California is giving residents a new tool to help limit how data brokers store and sell their personal information. Since 2020, residents had the right to ask companies to stop collecting their data. However, it used to be hard to do this for each company. The Delete Act, passed in 2023, makes it easier. Now, with one request, residents can ask over 500 data brokers to delete their info.

This tool is called the Delete Requests and Opt-Out Platform, or DROP. When residents prove they live in California, they can submit a deletion request. This request will go to all data brokers registered in the state.

However, it might take time for all data to be deleted. The brokers will start processing requests by August 2026. They then have 90 days to complete and report on these requests. If they do not delete your data, you can provide more information to help them find it.

Data brokers can keep some information collected from users. They only have to delete data they buy or sell. This includes your social security number, browsing history, email address, and phone number.

Some information, like vehicle registrations and voter records, cannot be deleted because it is public. Other sensitive information may be protected by laws like HIPAA.

The California Privacy Protection Agency believes this tool gives residents more control over their data. It can lead to fewer unwanted texts, calls, and emails. It also lowers the chances of identity theft, fraud, or data hacks. Those who do not follow the rules may be fined up to $200 each day along with other costs.