One Tech Tip: Californians have a new privacy tool for deleting their data

California Launches First-of-its-Kind Personal Data Deletion Tool

California residents can now take greater control of their digital footprint thanks to a groundbreaking privacy tool that launched on January 1st. The Delete Request and Opt-out Platform, known as DROP, allows Californians to request the removal of their personal information from more than 500 data brokers with a single submission.

The platform, accessible at privacy.ca.gov/drop, marks the first system of its kind in the United States. It emerged following recent legislation that expanded consumer privacy rights and placed additional obligations on companies that collect and sell personal data.

“While some of this data is used to provide you with personalized services such as targeted advertising, misuse of this data can lead to identity theft, stalking or other harmful outcomes,” warns California’s privacy watchdog on the platform’s website.

Data brokers operate largely behind the scenes, collecting fragments of personal information about consumers without their explicit consent. They aggregate this data into massive databases for sale to various entities. The information is typically acquired from businesses consumers interact with, scraped from websites, or captured through tracking tools on mobile devices.

The types of information these brokers collect can be extensive and intrusive. It may include online purchase history, web browsing activities, employment data, IP addresses, and even sensitive details like social security numbers, health information, precise geolocation data, and sexual orientation. Brokers also create “inferred preferences” – assumptions about what consumers might purchase based on their data profile.

Using DROP is straightforward. California residents must first verify their identity by providing personal information or using a login.gov account. Most users will opt for the simpler method, which requires entering their name, date of birth, address, and either a phone number or email address to receive a verification code.

When submitting a deletion request, users must provide their name, birthdate, and ZIP code. The platform allows for inclusion of previous names (such as maiden names) and multiple contact details. Users can also add unique identifiers like Mobile Advertising IDs for iOS or Android devices, connected TV IDs, or vehicle identification numbers, though these can be added later if not readily available.

“The more information you provide, the more likely your personal data will be deleted,” the DROP website explains.

While registration is open now, data brokers aren’t required to begin processing deletion requests until August 1st. After that date, they must handle these requests every 45 days or face fines of $200 per day for non-compliance. Users can update their information and submit new deletion requests at any time.

Privacy advocates view DROP as a positive development, though they acknowledge its limitations. The system only covers data brokers registered in California, and certain categories of information remain exempt, including public records for vehicle and real estate ownership, as well as credit rating information.

“It is a good step for people to take,” said Hayley Tsukayama, director of state affairs at the Electronic Frontier Foundation. She noted that DROP focuses primarily on deletion and opting out rather than addressing initial data collection, which differentiates it from the European Union’s more comprehensive GDPR privacy regulations.

The benefits for consumers should become evident in the coming months. Users may notice a reduction in spam texts or emails from lists they never subscribed to. “That’s kind of my hope, because those are the sorts of things that are getting sold and that’s kind of the most tangible way to grasp what a data broker is,” Tsukayama explained.

There are broader privacy implications as well. By reducing the amount of sensitive information like location or medical data available for purchase, the tool could help limit what gets fed into algorithms that make decisions affecting consumers’ lives.

As digital privacy concerns continue to grow nationwide, California’s DROP system may serve as a model for other states considering similar consumer protections.