Protect Your Privacy with California’s DROP Tool

Are you a California resident? Then we’ve got exciting news for you: there’s a tool just for you that lets you take a single, relatively easy step to protect your privacy. 

It’s called a DROP request. (That’s Delete Request and Opt-out Platform, if you’re fancy). This one bit of paperwork lets you tell every data broker registered in the state of California that you’d like them to delete your information from their databases and request they stop selling and sharing your information. 

Here are some things to know about DROP. 

(Don’t want all the details and want to just learn how to file a request? Skip to this section.)

What does a request do?

Filing a request on the DROP will send a request to delete and opt-out of sale to all the data brokers in California’s registry. Data brokers are companies that collect information about people, repackage that information, and sell it. As of time of writing, a single DROP request reaches 614 brokers.

After August 1, once data brokers receive a request, they will have 45 days to address the request. 

DROP officially launched on Jan. 1 of this year, but companies have until Aug. 1 to begin complying with requests. That means if you file a request now, you’ll be in on the ground floor.

Didn’t I hear about this before?

If you pay attention to EFF, you sure did. With your help, we advocated for the law creating the DROP tool, the Delete Act. As we said then, we needed the DROP because Californians have a right to request that companies delete information collected about them, and a right to opt-out of having businesses sell information about them. Yet, in reality, making those requests is an incredibly time-consuming and tedious process. Filing each request is hard. Plus, because data brokers buy, sell, and exchange information with so many companies (and each other) people may not even know who to file a request with. By linking a request to California’s data broker registry, DROP cuts this process down considerably.

We advocated for DROP and the Delete Act because it makes our privacy law more user-friendly, which gives us better control over our data and reduces the risks that the uncontrolled collection and sale of personal information creates in our everyday lives. 

What’s in it for me?

Filing a request benefits you in a few ways. For one, data brokers are often how spammers (or companies that act like spammers) get your email address, phone number, and other ways of contacting you. Removing yourself from data broker lists could lead to a decrease in these kinds of messages. Second, reducing the number of companies that have your personal information also improves your personal cybersecurity, as it decreases the number of firms with your information who could be hacked. Third and finally, it gives you an opportunity to exert more control over how your personal information is collected and used—an important element of privacy. Unless you opt out, data brokers can sell your private information to predatory companies, scammers, stalkers, insurance companies, and law enforcement.

What kinds of information will (and won’t) be deleted?

The California Privacy Protection Agency, which administers the DROP, has a great resource explaining what data are and are not included in a request. But in summary, a request will often deal with identifying information such as: social security number, precise geolocation, browsing history, email address, and phone numbers. It will also enter a request to delete guesses that data brokers may have made about you based on identifying information, such as political views, inferences about your health—inferences about pregnancy or chronic illness, for example, that may be based on purchases or browsing history.

Not all information will be deleted. Some information, such as vehicle or real estate ownership, contains information that is a matter of public record. 

If there is a specific data broker you’d like to be able to retain and continue selling your data, the system also gives you a way to remove them from the list of brokers that get any given request. 

How do I file?

Head to the California Privacy Protection Agency’s DROP website to start your request. Before you start, there are a few pieces of information you may want to gather for your request, such as your advertising ID or your VIN number, if you want this information to be deleted from data broker databases. 

The agency does ask to collect some personal information—name, address, phone number, email address, etc.—in order to fulfill a request. (Yes, there is an irony to this.) This is to verify that you’re the right person asking for your deletion and opt-out request in any given database, and the agency itself is bound to its terms of service that say they won’t sell or share it for other purposes.  

If you’re interested in filing a request for someone else, such as an elderly relative drowning in junk mail, you can also do that but will need to attest that you’re filing for someone else who is a resident of California. 

Once you’ve filed, you will get a DROP ID, which you can use to check in on your request. If you lose this ID, you can contact the agency to recover it, but keep it in a safe place if you want to check in on the status of your request.  

If I file once, am I done forever?

Unfortunately, no. While the opt-out of sale request should last indefinitely, California’s privacy law still allows companies to collect information without asking for permission first in most cases. That means data brokers are likely to continue to collect information for profiles of you—but they will will have less data and be limited in how they use it after an opt-out request. New data brokers may also register with the state after you file your request. And DROP won’t stop companies who aren’t registered data brokers, like Google, from collecting and sharing your personal information.

Two things can be true. DROP is a fantastic tool to help more people exercise their California privacy rights. We also still need even stronger privacy laws to make things more fair for everyday people. 

That fact shouldn’t undercut the power of this tool, but it does mean that you may want to make updating your request a regular part of a broader plan to manage your digital footprint. For example, might we suggest doing it as a part of Opt-Out October—a thing we totally made up but also totally stand behind?

What if I’m not in California?

Also unfortunately for those who don’t live in California, this tool only works for California residents. But it’s not all bad news. Versions of the Delete Act have been introduced around the country, and many regulators are monitoring how California’s system works to see whether a similar system might work in their own states. Residents of all states can use EFF’s Opt-Out October guide to bolster their online privacy and limit the ways that data brokers harvest their personal data.