California residents can now use a new state-backed platform to request the deletion of their personal data from hundreds of data brokers. The Delete Requests and Opt-Out Platform, or DROP, launched recently, offering a centralized way for individuals to exercise their right to data privacy under California law.

The DROP system streamlines the process established by the Delete Act of 2023, which aimed to simplify the existing, more cumbersome opt-out procedures. Previously, residents had to contact each data broker individually to request data deletion, a time-consuming task. Now, after verifying California residency through DROP, users can submit a single deletion request that will be sent to all registered data brokers, both current and future.

According to the California state government, over 500 data brokers are registered within the state. These brokers collect and sell personal information, often without the explicit knowledge or consent of the individuals involved. The types of data collected range from contact information and demographic data to purchasing habits and online activity.

The implementation of DROP does not guarantee immediate data deletion. Data brokers are scheduled to begin processing requests in August 2026 and have 90 days to complete the process and report back to the requestor. If a broker fails to delete the data, users will have the option to provide additional information to help locate their records.

While the Delete Act mandates data deletion, companies are permitted to retain certain information, such as first names, to ensure that the individual remains opted out and to comply with legal obligations. The long-term impact of DROP on the data broker industry remains to be seen, but it represents a significant step toward empowering consumers with greater control over their personal information.