TL;DR
California has rolled out the Delete Requests and Opt-Out Platform (DROP), allowing verified state residents to send a single deletion request to registered data brokers. Brokers must begin processing requests in August 2026 and have 90 days to act, but certain data and first-party records are exempt.
What happened
California activated a new statewide tool called the Delete Requests and Opt-Out Platform (DROP) to streamline how residents can ask data brokers to erase their personal information. The authority to make such requests dates back to 2020, but previously required contacting each broker separately. Under the Delete Act passed in 2023, DROP lets verified California residents submit one deletion demand that will be sent to all currently registered brokers and those registered in the future. Brokers are slated to begin handling requests in August 2026 and will have 90 days to process them and report back. If a broker cannot locate a consumer’s records, the resident may provide more details to assist the search. The requirement applies to brokers that buy or sell third-party consumer data; companies may retain data they collected directly from users. Several categories of information, including public records and data governed by other laws, are exempt from removal.
Why it matters
- Simplifies the opt-out process by enabling one request to reach hundreds of registered brokers.
- Could reduce unwanted solicitations and lower risks of identity theft, fraud, AI impersonation, and data leaks, according to the state agency.
- The enforcement timeline and 90-day processing window mean deletions will not be immediate and could be delayed until mid- to late-2026.
- Scope is limited: brokers must delete third-party brokered data, but first-party data and certain public or legally protected records can remain.
Key facts
- DROP is the platform created under California’s Delete Act, passed in 2023.
- Users must verify California residency before submitting a deletion request.
- A single request through DROP is sent to all current and future data brokers registered with the state.
- Brokers are required to begin processing deletion requests in August 2026 and have 90 days to complete them and report back.
- If a broker cannot find a record or does not delete data, the resident can submit additional information to help locate the records.
- Companies may keep first-party data they directly collected from users; the Delete Act targets brokers who buy or sell consumer information.
- Some data—such as vehicle registration and voter records—are exempt because they originate from public documents.
- Sensitive medical information may be governed by other laws (for example, HIPAA) and therefore can be excluded from deletion requirements.
- The California Privacy Protection Agency notes potential consumer benefits like fewer unwanted messages and lowered risk of identity-related harms.
- Penalties for brokers that fail to register or fail to delete required consumer data are $200 per day plus enforcement costs.
What to watch next
- Start of broker processing in August 2026 and how promptly brokers meet the 90-day deadline (confirmed in the source).
- Enforcement actions and imposition of fines against brokers that fail to register or comply (confirmed in the source).
- Whether deletion requests materially reduce unwanted messages and identity risks for consumers (not confirmed in the source).
- How effectively brokers locate and remove records after residents submit additional identifying information (not confirmed in the source).
Quick glossary
- Data broker: A business that collects, aggregates, or trades consumer information about individuals and sells or shares it with other parties.
- First-party data: Information that a company collects directly from its users or customers, such as account details or transaction history.
- Delete Act: California legislation passed in 2023 intended to let residents request deletion of data held by registered data brokers.
- California Privacy Protection Agency (CPPA): The state agency charged with implementing and enforcing California’s consumer privacy laws and related regulations.
- DROP: Delete Requests and Opt-Out Platform — the online portal for Californians to submit deletion requests to registered data brokers.
Reader FAQ
Who can use DROP?
Verified California residents can submit deletion requests through DROP (confirmed in the source).
When will brokers be required to act on deletion requests?
Brokers must start processing requests in August 2026 and have 90 days to complete processing and report back (confirmed in the source).
Will all of my data be deleted immediately after I submit a request?
No. Processing starts in August 2026 with a 90-day window, and certain categories like public records or data covered by other laws may be exempt (confirmed in the source).
What if a broker doesn't delete my data?
You can provide additional information to help brokers locate your records; enforcement penalties also apply to noncompliant brokers (confirmed in the source).
Does DROP force companies to delete data they collected directly from me?
No. Companies may retain first-party data they obtained directly; the requirement targets brokers that buy or sell consumer information (confirmed in the source).
California is giving residents a new tool that should make it easier for them to limit data brokers’ ability to store and sell their personal information. While state residents have…
Sources
- California residents can use new tool to demand brokers delete their personal data
- California launches new tool DROP to help delete personal …
- Delete request and opt-out platform (DROP)
- New DROP tool helps CA residents prevent their personal …
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