California residents now have access to a new privacy tool aimed at giving them greater control over their personal data. The Delete Request and Opt‑out Platform (DROP) launched in January 2026, allowing individuals to submit a single request to have their personal data erased from the records of registered data brokers. The platform was developed by the California Privacy Protection Agency as part of the state’s continued efforts to protect residents’ privacy rights.
Prior to the launch of DROP, residents had to contact each data broker individually to request the deletion of their data. This process was often confusing and time-consuming, requiring people to navigate multiple platforms to manage their personal information. The new system consolidates these requests into one centralized platform, simplifying the process for individuals.
The DROP program has been described by officials as a significant step forward in consumer privacy, allowing California residents to take more active control over how their data is used. By centralizing opt-out requests, the program reduces barriers and streamlines the process, making it easier for residents to protect their privacy.
How the DROP Program Works
To use the DROP program, residents must first visit the official website operated by the California Privacy Protection Agency. The platform requires users to confirm their residency in California and provide basic identifying information, such as their name, address, and email address. Once the request is submitted, it is sent to all registered data brokers within the state.
Data brokers, which collect and sell personal information, are required to check the DROP platform regularly and comply with deletion requests. Starting in August 2026, these brokers will be obligated to access the system at least once every 45 days to process any new requests. The system aims to increase accountability by ensuring that brokers cannot ignore or delay compliance with residents’ opt-out requests.
The simplicity of the platform is designed to make it easy for residents to manage their data privacy. By eliminating the need to contact individual brokers, DROP centralizes the process and empowers residents to take swift action in protecting their personal information from being sold or misused.
Impact of DROP on Data Privacy
The launch of the DROP program comes at a time when concerns about data misuse are on the rise. Issues like identity theft, fraud, and unauthorized profiling have become common risks in the digital age. By giving residents an accessible way to remove their data from brokers’ records, California aims to reduce exposure to these privacy threats.
Privacy advocates have supported the DROP program, seeing it as a key tool for individuals to exercise greater control over their personal information. Previously, many individuals were unaware of how their data was being collected and sold, but with DROP, they now have the ability to actively manage their information. This shift represents a change in how people can engage with their data, moving from passive subjects to more proactive participants in managing privacy.
For businesses, particularly data brokers, the DROP program introduces new compliance obligations. Brokers must regularly check the platform and ensure that they act on the opt-out requests made by California residents. The system represents a shift in how companies handle consumer data, increasing transparency and accountability in the process.
Public Reception and Everyday Use of the DROP Program
The DROP program has been well received by California residents who now have an easier way to manage their data privacy. The platform offers a simple, one-stop solution for individuals who previously had to navigate a complicated process of contacting multiple brokers. The streamlined nature of the program makes it more accessible, even for those without advanced technical knowledge.
For many residents, the DROP program offers peace of mind in knowing they can more easily protect their personal data from being misused. Parents may use the system to safeguard their children’s data, while professionals might be motivated to protect their information from potential identity theft. The convenience of the system makes it a valuable tool for anyone looking to reduce unwanted marketing or prevent their data from being sold to third parties.
The DROP platform’s simplicity and ease of use represent a shift toward making privacy protection accessible to a wider audience. By consolidating requests and removing the need for multiple platforms, California has introduced a system that encourages more people to take an active role in managing their data privacy.
