"The California Privacy Protection Agency kicked off 2026 by launching a tool that state residents can use to make data brokers delete and stop selling their personal information. The system, known as the Delete Request and Opt-out Platform, or DROP, has been in the works for years, mandated by a 2023 law known as the Delete Act. Under it and previous laws, data brokers must register with the state and enable consumers to tell brokers to stop tracking them and selling their information."
"Until now, those instructions had to be delivered to each data broker individually - not an easy feat, given that more than 500 brokers were registered in the state as of the end of last year. Making things even more difficult, some brokers obscured their opt-out forms from search results, as The Markup and CalMatters revealed in August. The new system delivers privacy instructions to every registered broker at once."
"Finding your advertising IDs DROP asks you to provide some basic information - your name, email address, phone number, and zip code - so data brokers can find you in their systems. You can submit the form with just this information, but if you'd like a more thorough deletion, you can also provide your mobile advertising IDs from your phones, smart TVs, and vehicles. Including these IDs can help brokers match more of your data, but you have"
California launched the Delete Request and Opt-out Platform (DROP) to let residents send deletion and opt-out instructions to registered data brokers in a single submission. The platform was mandated by the 2023 Delete Act and requires data brokers to register with the state and process consumer requests. More than 500 brokers were registered, and some previously obscured opt-out forms from search results. DROP opened January 1 and is available to all California residents, with brokers required to begin processing requests by August. The platform collects name, email, phone, and ZIP and allows submission of device advertising IDs for more complete data matches.
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