California’s DROP Platform Takes Aim at Data Brokers — But Your Info Won’t Disappear Overnight

California’s new DROP platform lets residents submit single deletion requests to all registered data brokers. The tool could result in fewer unwanted texts, calls, or emails and also decrease the risk of identity theft, fraud, AI impersonations, or that your data is leaked or hacked. (California Privacy Protection Agency)

Brokers have until August 2026 to start processing requests, with 90 days to complete deletion. First-party data collected directly from users remains exempt from deletion.

Exemptions include public records like vehicle registration and voter data (covered under other laws). Penalty: $200/day plus enforcement costs for brokers failing to comply.