"Use a loyalty card at a drug store, browse the web, post on social media, get married or do anything else most people do, and chances are companies called data brokers know about it along with your email address, your phone number, where you live and virtually everywhere you go. But starting Jan. 1, under the state's first-in-the-nation Delete Act, Californians can reduce the information brokers can gather and sell."
"The Delete Request and Opt-out Platform (DROP), run by state agency CalPrivacy, goes live New Year's Day, allowing residents to have their data deleted, through a single request, by the more than 500 brokers already registered with the agency. It's the big delete button in the sky, said CalPrivacy's executive director Tom Kemp. You just go in, you spend a couple of minutes on the DROP site, you hit go, and starting in August the deletions will begin."
Data brokers collect information from everyday activities — loyalty cards, web browsing, social media, marriage — linking email, phone, address and location into comprehensive profiles. These companies build dossiers enhanced by artificial intelligence that infer interests, family ties, politics, lifestyle, finances, sexual orientation and health. Brokers sell those dossiers to advertisers and marketers and sometimes to criminals, governments, landlords and employers. California's Delete Act, effective Jan. 1, enables residents to submit a single deletion request through the Delete Request and Opt-out Platform (DROP) run by CalPrivacy. More than 500 registered brokers must process requests; deletions begin in August after a six-month processing period.
Read at www.mercurynews.com
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