California's New Initiative to Erase Your Digital Footprint

Launching the Delete Request and Opt-out Platform for Residents

Residents of California now have a valuable tool at their disposal to protect their personal data from being bartered in the virtual marketplace. As the new year dawned on January 1st, the state introduced an innovative free resource called the Delete Request and Opt-out Platform (DROP). This service empowers individuals to command the removal of their comprehensive personal data from the internet, data that has been collected and stored by various data brokers.

In the words of the California Privacy Protection Agency (CalPrivacy), the bodies behind this groundbreaking tool, DROP is unparalleled in its scope. It establishes unprecedented boundaries for enterprises that accumulate and monetize consumers' data without consent. To initiate a request for deletion, individuals must confirm their residency in California, enabling them to send a unified request to each data broker registered in the state.

Regulations and Responsibilities for Data Brokers

Furthermore, CalPrivacy will enforce an annual registration requirement for data brokers, compelling them to attend to all deletion petitions stemming from DROP. These entities are obligated to disclose the variety of information they handle and disseminate, under the watchful eye of routine audits designed to ensure compliance with state mandates. Those found sidestepping these obligations risk incurring penalties and fines.

Leading the Nation in Data Protection Measures

Not only does this initiative mark a national first in offering a complete mechanism for the wholesale erasure of personal internet data, but it also situates California as one of just four states—including Oregon, Texas, and Vermont—that mandate data broker registration. The California Privacy Protection Agency anticipates the initiation of the first batch of deletion requests from DROP to commence on August 1, 2026.