California Launches DROP for Data Broker Deletions

California residents gained a powerful new tool on January 1, 2026, to reclaim control over their personal information, as the state launched the Delete Request and Opt-Out Platform, known as DROP. This free, web-based service allows eligible users to submit a single request for the deletion of their data from more than 500 registered data brokers, companies that collect and sell details about individuals' lives without direct consent.

The platform, operated by the California Privacy Protection Agency, addresses a longstanding issue in the data brokerage industry. These firms gather information from sources such as automakers, tech companies, financial records, and online activity, compiling profiles that include addresses, phone numbers, purchase histories, and even habits related to travel, exercise, and entertainment. Such data fuels targeted marketing, but it also raises risks of spam, fraud, and identity theft. According to the agency, DROP represents the first centralized system of its kind in the United States, streamlining a process that previously required separate opt-out requests to each broker.

To use DROP, individuals must first verify their eligibility as...