California Residents Can Now Mass-Delete Personal Data from Brokers in One Click
Starting January 2026, California residents have a powerful new way to reclaim control over their digital footprint: a single online tool that tells hundreds of data brokers to delete their personal information. Previously, opting out required contacting each company individually—a tedious and often futile task. Now, thanks to the Delete Act of 2023, residents can submit one verified request through the state’s new Delete Requests and Opt-Out Platform (DROP), and it will apply to all registered data brokers, both present and future.
What Is the California Delete Act and How Does DROP Work?
Signed into law in 2023, the Delete Act was designed to cut through the red tape that left consumers drowning in opt-out forms. The DROP portal, officially launched this month, is its operational centerpiece. After verifying their California residency—typically through a government-issued ID and a phone number or email—users can file a universal deletion request. That single submission is then routed to every data broker registered with the California Privacy Protection Agency (CPPA), which currently includes more than 500 companies.
Why This Changes Everything for Data Privacy
Before DROP, enforcing your right to data deletion under the California Consumer Privacy Act (CCPA) meant tracking down dozens—if not hundreds—of obscure data brokers, each with its own form, policy, and response time. Many consumers simply gave up. The DROP platform flips that script by centralizing the process, making it faster, simpler, and far more effective. The CPPD estimates this could save Californians thousands of hours in opt-out efforts while significantly reducing exposure to identity theft and spam.
What Happens After You Submit a Request?
Submitting a request through DROP doesn’t mean your data vanishes instantly. Data brokers won’t begin processing deletion requests until August 2026, as stipulated by the law. Once they start, they’ll have 90 days to comply and report back to the CPPA. If a broker claims they can’t locate your data, you’ll have the option to provide additional identifying details—like past addresses or alternative email accounts—to help them find and erase your records.
Not All Data Gets Deleted—Here’s What’s Excluded
It’s important to note that DROP only applies to third-party data brokers—companies that collect and sell personal information they didn’t gather directly from you. Businesses you interact with directly (like your bank, favorite retailer, or streaming service) can still keep first-party data. Additionally, certain categories of information are exempt, including publicly available records like voter registrations and vehicle registrations. Medical data is also excluded, as it’s already governed by stricter laws like HIPAA.
What Kind of Personal Info Do Brokers Hold—And Why It Matters
Many people don’t realize just how much personal data brokers amass. We’re talking Social Security numbers, precise geolocation history, purchase behaviors, email addresses, phone numbers, and even inferred data like political leanings or health conditions. This information fuels ad targeting, but it also makes consumers vulnerable to scams, AI-powered voice cloning, and data breaches. By deleting it at the source, DROP could dramatically lower those risks for millions of Californians.
A Win for Privacy—But National Gaps Remain
California’s move is a significant leap forward in consumer privacy, but it also underscores how patchy U.S. data protection remains. While other states like Virginia and Colorado have enacted similar privacy laws, none yet offer a centralized deletion tool like DROP. That means millions of Americans outside California still lack this kind of streamlined control—highlighting the growing demand for federal privacy legislation.
How to Access the DROP Portal and What You’ll Need
The DROP platform is accessible via the California Privacy Protection Agency’s official website. To verify your identity, you’ll need a valid California ID or driver’s license, plus a working phone number or email address for two-factor authentication. The process is mobile-friendly and designed to be intuitive, aligning with 2025’s emphasis on mobile-first, user-centric design for government digital services.
Real-World Impact: Fewer Scams, Less Spam, Better Security
The CPPA predicts tangible benefits beyond just privacy—namely, a drop in unsolicited calls, phishing texts, and predatory advertising. When brokers can’t access your contact details or browsing habits, they can’t sell them to scammers or shady marketers. In an era of deepfakes and AI impersonation, reducing the availability of personal identifiers may also help protect against sophisticated fraud.
Privacy Advocates Cheer, But Warn of Loopholes
Digital rights groups like the Electronic Frontier Foundation have praised DROP as a “game-changer,” but they also caution that enforcement will be key. Some brokers might drag their feet or claim technical difficulties. The 90-day response window gives them leeway—and without strong oversight, compliance could slip. The CPPA says it will monitor reports and penalize noncompliant brokers, but watchdogs are calling for transparency in those enforcement actions.
What DROP Means for the Future of Data Rights
DROP isn’t just a tool—it’s a statement. By empowering individuals to erase their digital trails en masse, California is redefining what data autonomy looks like in practice. If successful, it could become a model for other states or even federal regulators. More importantly, it shifts the burden from consumers constantly guarding their data to companies being held accountable for how they handle it.
Take Control of Your Data—Before Someone Else Does
If you live in California, now’s the time to act. Head to the official DROP portal, verify your identity, and send that deletion request. While it may take months for the full effect to kick in, every record erased is one less piece of your life available for sale. In a world where data is currency, DROP lets you reclaim your most valuable asset: your privacy.
