California Launches DROP: A Single Button to Opt-Out of 500+ Data Brokers

Imagine deleting your personal data from hundreds of companies with just one click. It's now a reality. California's launched the Delete Requests and Opt-Out Platform (DROP), a tool designed to strip power away from the 500 registered data brokers that trade your information. According to TechCrunch, this move simplifies a process that used to be a nightmare for residents.

How California DROP Platform Changes the Privacy Game

Since 2020, residents could demand data deletion, but they had to contact each company individually. The Delete Act, passed in 2023, set the stage for this week's launch of DROP. Once users verify their residency, a single request hits every current and future broker registered with the state.

Brokers are required to handle everything from your browsing history and email address to your social security number. If they fail to register or ignore requests, they face a penalty of $200 per day. This system's goal is to reduce unwanted spam and lower the risk of AI impersonations or data leaks.

Timeline for Deletion and Key Exemptions

Don't expect your data to vanish overnight. Brokers won't start processing these specific requests until August 2026. From that point, they have 90 days to finish and report back. There are also limits to what's deleted—first-party data collected directly by apps you use and public records like voter registration are exempt.