"THE CALIFORNIA PRIVACY PROTECTION AGENCY kicked off 2026 by launching a tool that state residents can use to make data brokers delete and stop selling their personal information. The system, known as the Delete Request and Opt-out Platform, or DROP, has been in the works for years, mandated by a 2023 law known as the Delete Act. Under it and previous laws, data brokers must register with the state and enable consumers to tell brokers to stop tracking them and selling their information."
"Finding your advertising IDs DROP asks you to provide some basic information - your name, email address, phone number, and zip code - so data brokers can find you in their systems. You can submit the form with just this information, but if you'd like a more thorough deletion, you can also provide your mobile advertising IDs from your phones, smart TVs, and vehicles. Including these IDs can help brokers match more of your data, but you have to take the time to collect them."
California launched DROP, the Delete Request and Opt-out Platform, on January 1, 2026, enabling residents to send deletion and opt-out requests to all registered data brokers at once. The Delete Act requires data brokers to register with the state and process consumer deletion or opt-out instructions beginning in August. DROP collects basic identifiers—name, email, phone number, and zip code—and optionally mobile advertising IDs from phones, smart TVs, and vehicles to improve matching. Hundreds of data brokers are registered; some previously obscured opt-out forms. Residents can submit basic information only or provide device advertising IDs for a more thorough deletion.
Read at Local News Matters
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