Californians frequently receive unwanted calls, text messages and emails, often with misleading information and malicious links that can lead to scams or even identity theft.

If you have wondered how these companies, known as data brokers, acquire your personal information to contact you, it is because every time you browse the Internet, make an online purchase or use an application and fill out a form with your data, many times you are automatically authorizing different websites to sell your information to intermediaries. Every time you accept the terms of use, you may be authorizing the sale of your data.

That is why California, through the Privacy Protection Agency (CalPrivacy), has created the Delete and Request Opt-out Platform (DROP) so that state residents can request a one-time request that their personal information not be shared with third parties.

The data these companies collect may include, but is not limited to, your phone number, email, social security number, search history, and other personal data.

“Through DROP, Californians can submit a single request to ask more than 500 data brokers to delete our personal information and stop selling and sharing it,” explained CalPrivacy spokesperson Ana Cubas during a virtual forum organized by the Office of Community Partnerships and Strategic Communications (OCPSC), where the operation of this tool was explained.

Delete, delete, done

California residents can now register for the DROP program so that starting August 1, companies that sell this data will be forced to delete all of the applicant's personal information.

Simón Quiroz, a resident of Ventura, shared that he has already submitted his request for his data to stop being offered to third parties.

“They are calling and calling and you want to concentrate on doing your job or being with the people you love and not only does it cause stress, it also affects mental health because you can no longer concentrate on what you are doing,” said Simón, who shared that one of the things that motivated him to register for DROP was the fear of falling into the hands of scammers.

“The biggest problem for me is the scammers and ghost agents who have all our information, because for me that is a threat to personal integrity and privacy and for me it is very important to feel calm,” he added.

Cubas agreed that this tool is very useful to reduce the risks related to identity theft and scams.

“DROP is a free tool created by the CalPrivacy agency to protect our information and thus eliminate fraud and illegal use of our identity.”

Millionaire industry in the crosshairs of the law

Data brokers generate billions of dollars in the United States from the buying and selling of personal information and it is presumed that there are at least 500 companies that do this around the world.

DROP is based on a law passed in 2023, known as the Delete Act, legislation that regulates the functions of the sale of personal data.

“This law is a response to the risks posed by data brokers, who are the ones who buy and sell our information, but now we have the opportunity to have more control over how our information is collected and sold,” said Cubas.

Starting August 1, all Californians who register with DROP can rest assured that their personal information, by law, must be removed from these companies' databases, otherwise they can file a complaint with the California Privacy Office.

Even under the Delete Act, companies that do not comply with the law can be fined.

“The promise is very encouraging, and when I signed up I thought it was going to take a long time, but no, nothing to see, it took me five minutes maximum, everything very secure and easy to use,” said Simón, who looks forward to starting in August, unwanted calls, texts and emails will no longer be a problem.

Fast and secure

California residents interested in submitting their DROP request can do so at privacy.ca.gov. This data deletion platform is valid for life. You only need to verify your residence and provide basic information such as full name and email.

“This information is never sold or shared, it is only used to process this deletion request, DROP uses security and encryption tools to ensure that the data is protected,” said Cubas.