New state tool helps Californians delete personal data from brokers. How it works

There is big money tied to personal information, much of it bought and sold by data brokers. Now, a new California law is giving residents more control over where their data ends up.

Gov. Gavin Newsom is encouraging Californians to use a new online tool called DROP — the Delete Request and Opt-Out Platform. It is the first system of its kind in the U.S. and is designed to help residents remove their personal information from data brokers doing business in California.

The goal of DROP is to give people more control over their personal data, reduce spam messages and phone calls, and protect against scams that use personal information to target individuals.

Residents can access the platform by visiting privacy.ca.gov/drop. After verifying California residency and creating a profile, users can submit a single request to delete personal information managed by more than 500 registered data brokers in the state. One request covers all participating brokers.

The platform also allows users to submit requests on behalf of their children or an elderly parent.

Once a request is submitted, data brokers will begin processing deletion requests starting Aug. 1. Brokers are required to delete personal information once they can match it with the data provided by the user.

Moving forward, data brokers must process new deletion requests every 45 days. Users can log into their DROP account at any time to check the status of their request.

State officials note that deleting personal data may change some online experiences. For example, users may see fewer ads or less personalized content based on their browsing or search history.

However, California says the DROP tool is secure, easy to use and will always be free. While the platform will not eliminate all personal data concerns — since many data brokers are not registered with the state — officials say it represents an important step toward greater consumer privacy.

This story was originally reported for broadcast by NBC San Diego. AI tools helped convert the story to a digital article, and an NBC San Diego journalist edited the article for publication.