California residents now have access to a new tool designed to streamline the process of limiting data brokers' ability to store and sell their personal information. The Delete Requests and Opt-Out Platform (DROP) allows residents to submit a single deletion request that will be sent to over 500 registered data brokers in the state.

The launch of DROP follows the passage of the Delete Act in 2023, which aimed to simplify the existing, more cumbersome process of opting out of data collection and sales with each individual company. Previously, California residents had the right to demand that companies stop collecting and selling their data since 2020, but exercising this right required navigating a complex web of individual opt-out requests.

Once users verify their California residency on DROP, they can submit a deletion request that will be disseminated to all current and future data brokers registered with the state. However, complete data deletion will not be immediate. Data brokers are scheduled to begin processing requests in August 2026 and have 90 days to complete the process and report back to the user.

If a data broker fails to delete a user's data, the platform provides an option to submit additional information that may assist in locating the relevant records. The system also allows companies to retain certain information, such as first-party data.

The Delete Act and the subsequent launch of DROP represent a significant step toward empowering consumers to control their personal data. The potential impact on the data broker industry could be substantial, as it forces these companies to comply with a centralized deletion request system. The California Attorney General's office, which oversees the platform, has not yet released projections on the anticipated volume of deletion requests.

The implementation of DROP is expected to raise questions about the definition of "data broker" and the types of data subject to deletion. Industry analysts suggest that legal challenges are possible as companies grapple with the scope and requirements of the new law. The long-term effectiveness of DROP will depend on the willingness of data brokers to comply with deletion requests and the ability of the California Attorney General's office to enforce the law.