California has activated the DROP Platform, a centralized way for residents to demand deletion of their personal data from hundreds of data brokers with a single submission.
Under DROP, a resident registers once, and CalPrivacy forwards the deletion request to all participating brokers, aiming to streamline the process and reduce friction.
DROP follows California’s earlier Delete Act, which required individuals to reach out to each broker separately; adoption was limited, with only about 1% of residents utilizing the right in the first year.
CalPrivacy notes that more than 500 brokers actively collect and trade consumer information from a wide range of sources, including automakers, tech firms, and device makers.
Experts say the new platform could set a nationwide precedent if adopted elsewhere, though enforcement details and the completeness of deletions will be watched closely.
