At a Glance
- California’s DROP platform lets residents send a single deletion request to over 500 data brokers.
- Brokers must delete personal data, but first-party data stays with companies.
- Brokers face $200-daily penalties for non-compliance, with enforcement costs added.
- Why it matters: Residents gain a streamlined way to reduce unwanted marketing and protect identity.
California’s new DROP platform gives residents a single, state-wide tool to delete their data from the vast majority of registered data brokers. The platform will be highlighted at a TechCrunch event in San Francisco on Oct 13-15 2026.
How DROP Works
After verifying California residency, users can submit a deletion request that is forwarded to all current and future registered data brokers. Brokers are required to begin processing requests in August 2026 and must complete them within 90 days, reporting back to the state. If a broker does not delete the data, residents can submit additional information to help locate records.
- Verify residency through the DROP portal
- Submit a single deletion request
- Brokers process within 90 days, with follow-up if needed
Scope and Limitations
The platform does not affect first-party data that companies collect directly from users; only data that brokers buy or sell is subject to deletion. Certain public records, such as vehicle registration and voter records, are exempt, and medical information may be governed by HIPAA. Brokers must delete the data they trade, while companies retain the data they own.
| Timeline | Action | Deadline |
|---|---|---|
| August 2026 | Brokers begin processing | Start of the year |
| 90 days | Completion of deletion | Within 90 days |
| Daily | Penalties for non-compliance | $200 per day + enforcement costs |
Impact and Enforcement
The California Privacy Protection Agency says the tool could reduce unwanted texts, calls, and emails, and lower the risk of identity theft, fraud, AI impersonations, and data leaks or hacks. Failure to register or delete requested data incurs a $200-daily fine and enforcement costs.
Key Takeaways
- DROP streamlines deletion requests for over 500 data brokers.
- Personal data sold or traded by brokers will be deleted, but first-party data stays with companies.
- Non-compliance triggers daily penalties of $200 plus enforcement costs.
The new platform marks a significant step toward giving Californians control over the data that circulates in the digital economy.
