California residents now have a powerful new way to control their personal information with the Delete Request and Opt-out Platform (DROP). This tool lets users easily request data brokers to delete their information and halt sales, covering over 600 registered companies in the state.
- Single request reaches 614 registered California data brokers
- Data brokers must comply within 45 days after August 1
- DROP tool enhances privacy control and reduces spam and cyber risks
What happened
The state of California launched the Delete Request and Opt-out Platform (DROP) on January 1, 2026, giving residents a consolidated way to demand data brokers delete their personal information and stop selling it. Prior to DROP, protecting privacy required submitting numerous requests to individual data brokers, a process that was time-consuming and complicated.
The DROP tool automatically sends a deletion and opt-out request to every data broker registered in California’s official registry, which currently includes 614 companies. These brokers buy, sell, and exchange personal data, often exposing individuals to risks related to privacy, security, and unwanted marketing. Companies now have until August 1, 2026, to begin complying with requests, after which they must respond within 45 days.
Why it matters
DROP makes California’s privacy protections more accessible and practical for individuals, helping them regain control over their personal data with minimal effort. By simplifying the opt-out process, it mitigates the risk of personal information being sold to predatory businesses, scammers, and other entities that can use that data for harmful purposes.
Additionally, reducing the number of companies that hold personal information decreases exposure to cyberattacks and spam, improving overall digital security and privacy. The tool aligns with the objectives of the California Delete Act, emphasizing user-friendly mechanisms for safeguarding privacy rights under the law.
What to watch next
After August 1, enforcement of compliance with DROP requests will begin in earnest, and data brokers will be required to process deletion and opt-out requests within 45 days. Residents filing requests before this date will be among the first to experience the benefits of this enhanced privacy tool.
Users should monitor the effectiveness of DROP in practice, including how comprehensively data brokers delete personal information and stop sharing it. Observers will also watch for expansions or improvements to the platform, increased public awareness, and potential legislative developments to strengthen data privacy protections beyond California.