Archive · 15 Jan 2026
California Launches New Privacy Tool for Data Deletion
California has a new tool called DROP that helps people delete their personal information from data brokers.
Data brokers collect and sell personal information, which can be used for marketing or other purposes.
With DROP, Californians can request the removal of their data, including names, addresses, and even unique identifiers like mobile advertising IDs.
The tool is easy to use and requires verification to ensure only residents can make requests.
Data brokers have until August 1 to start processing these requests, and they face fines if they don't comply.
While DROP is a good step, it doesn't cover all types of data or prevent data collection as strongly as some other privacy laws.
California's new DROP tool allows residents to request deletion of personal data from over 500 data brokers.
The tool requires verification through personal information or a login.gov account.
Data brokers must process deletion requests every 45 days starting August 1, 2024.
Non-compliance by data brokers results in fines of $200 per day.
DROP covers personal information and inferred preferences but exempts public records and credit rating info.
- Who
- California residents
- What
- New privacy tool for deleting personal data from data brokers
- When
- Launched on January 1, 2024; deletions start August 1, 2024
- Where
- California, USA
- Why
- To expand consumer privacy rights and add obligations for companies
- Tool Name
- Delete Request and Opt-out Platform (DROP)
- Launch Date
- January 1, 2024
- Data Brokers Affected
- More than 500
- Verification Methods
- Personal information or login.gov account
- Deletion Start Date
- August 1, 2024
- Penalty for Non-Compliance
- $200 per day
- Data Types Covered
- Personal information, inferred preferences, unique identifiers
- Exempt Data Types
- Public records, credit rating info