All About California’s New Privacy Protection Tool (DROP)

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California is taking concrete steps to protect the personal data of its residents. One of the newest tools is the California Delete Request and Opt-Out Platform (DROP), a statewide, government-run portal that allows California residents to submit a single deletion request to hundreds of registered data brokers at once.

DROP is the first tool of its kind. Beginning January 1, 2026, California consumers will be able to request deletion of their personal data from more than 500 data brokers through one centralized request.

How DROP Fits Into California Privacy Law

The California Consumer Privacy Act (CCPA), enacted in 2018, established important privacy rights for Californians, including the right to access and delete personal information. In practice, however, exercising those rights has often been difficult—particularly when it comes to data brokers.

Data brokers typically collect information about individuals with whom they have no direct relationship, and each broker historically required consumers to navigate a separate opt-out or deletion process. The result was a fragmented and time-consuming experience that discouraged many consumers from fully exercising their rights.

DROP is designed to fix that.

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What Is a Data Broker?

A data broker is a business that collects and sells consumer information that the consumer did not provide to them directly.

Data brokers may collect and sell both personal information and sensitive personal information, including:

• Social Security numbers
• Precise geolocation data
• Browsing history
• Email addresses
• Phone numbers
• Personal interests
• Health-related information
• Shopping habits

This information is often packaged, traded, and sold to organizations that consumers may not even recognize, such as:

• Advertisers and marketers
• Employers and recruiters
• Political campaigns
• Retail companies
• Landlords
• Debt collectors
• Hostile foreign governments
• Overseas scamming operations

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How the DROP Platform Works

DROP operates through an official State of California website:
https://consumer.drop.privacy.ca.gov/

Instead of tracking down dozens (or hundreds) of individual data broker opt-out pages, California residents can use one official portal to submit a single request.

To use DROP, you provide basic information such as:

• Name, date of birth, and ZIP code
• Email addresses
• Phone numbers

DROP then sends that information to registered data brokers so they can locate and delete your records. The process typically takes less than 10 minutes.

In certain circumstances, you may also submit a request on behalf of another California resident, such as a parent submitting a request for a child or an adult assisting an elderly relative.

If a registered data broker maintains any personal data about you, they are legally required to delete it. This may include:

• Basic information: name, date of birth, address, phone number, email address
• Digital information: device identifiers, geolocation data, biometric data
• Interests and preferences: political affiliation, hobbies, or brand preferences

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Benefits You Can Reasonably Expect From Using DROP

1. Less Data in Circulation

The primary benefit is straightforward: DROP gives consumers a centralized way to instruct registered data brokers to delete and stop selling their personal information.

2. Fewer Spam Calls, Texts, and Scam Attempts

When personal data is no longer being sold and resold, many consumers can expect a reduction in unwanted outreach, spam communications, and scam attempts.

3. Reduced Risk of Identity Theft and Fraud

When fewer entities have access to your data, or have less of it, the overall risk exposure decreases. California privacy regulators have specifically linked DROP usage to reduced risks of identity theft, fraud, and even AI-generated impersonation.

4. One Process Instead of Hundreds

Perhaps the most underappreciated benefit is time and sanity. Even privacy-savvy consumers often abandon manual opt-outs due to the sheer effort involved. DROP consolidates what would otherwise be hundreds of separate requests into a single workflow.

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Important Timing and Limitations

Although the DROP website is available now, data brokers are required to begin processing deletion requests within 45 days starting August 1, 2026, and must review their records every 45 days thereafter to ensure continued compliance.

DROP does not apply to all records. Certain information—such as court records or property records—may remain publicly available under California law.

If you have questions about how California privacy laws apply to you or your business, Nick Carrigan, Esq. can help you understand your options and determine next steps.