According to the California Privacy Protection Agency, a data broker is a business that gathers and sells consumer information that the consumer didn’t give to them directly. This can include personal information such as a person’s social security number, geolocation, email addresses, health-related information, and other sensitive information. Data brokers often collect information from businesses you interact with directly (e.g., music or video streaming services, grocery stores, and other businesses). More information about data brokers is provided here.
In response to the Delete Act, a new Delete Request and Opt-out Platform (DROP) service was created for California residents. By creating a profile and submitting a DROP request, Californians can protect their privacy. DROP limits the information that data brokers collect and sell about you, and it is completely free. When your data stops getting sold, you’ll presumably also have fewer unwanted texts, calls, and emails. You should in theory also have better security through a lower risk of identity theft, fraud, AI impersonations, and data leaking/hacking incidents.
DROP launched on January 1, 2026, and data brokers will begin processing requests on August 1, 2026. Data brokers will then be required to delete data every 45 days.
If data brokers do not comply with the law, they may face fines as described here. I’ve registered myself and will check my DROP status after data brokers begin processing requests in August. I plan to get my family members to register as well.
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