California has launched the Delete Request and Opt-Out Platform, known as DROP, to help residents remove personal information from data brokers [1].
This tool simplifies the process of exercising privacy rights by providing a single point of entry to request data deletion. Previously, consumers often had to contact dozens of individual companies to opt out of data sales, a process that was time-consuming and fragmented.
The platform is the result of Senate Bill 362, also known as the Delete Act, which was passed in 2023 [2]. This legislation established a statutory right for consumers to opt out of the sale of their personal data by registered data brokers [2]. The Delete Act officially took effect Jan. 1, 2024 [2].
DROP allows users to submit a request that the state then transmits to all registered data brokers. This centralized system reduces the burden on the individual to track down every entity holding their information. According to state data, more than 155,000 Californians have already signed up for the service [2].
The Attorney General’s Office manages the platform to ensure compliance with state privacy laws. By streamlining the opt-out process, the state aims to limit the amount of personal information available for sale in the commercial data market. The system targets registered brokers, though it remains one part of a larger cybersecurity and privacy landscape in the U.S. [1].
“More than 155,000 Californians have already signed up for the service.”
The creation of DROP represents a shift from individual responsibility to state-facilitated privacy enforcement. By automating the deletion request across multiple brokers, California is setting a regulatory precedent that could influence how other U.S. states handle data brokerage, potentially moving toward a 'one-click' privacy model for citizens.
