In a major move for digital privacy, the US state of California has rolled out a powerful new weapon for its residents. The state government has officially launched the Delete Request and Opt-out Platform (DROP), a pioneering service designed to give millions of people unprecedented control over their personal information.
What is the DROP Platform and How Does It Work?
This state-run tool directly targets the vast and often shadowy industry of data brokers. These are companies that systematically collect, aggregate, and sell detailed personal data to other businesses. DROP is positioned as a fast, free, and secure solution that simplifies a previously complex and fragmented process.
The core mechanism is powerful in its simplicity. Instead of contacting hundreds of companies individually, a California resident can make a single submission through DROP. This one request is then sent simultaneously to over 500 registered data brokers operating in the state. Once a request is submitted, a strict legal countdown begins.
Under California law, these brokers have just 90 days to comply and delete the user's information from their databases. The platform includes a provision for Authorized Representatives, allowing parents to submit requests for minor children and family members to assist elderly relatives.
Key Benefits: Fighting Spam, Fraud, and Stalking
According to the official state website, the launch of DROP offers three primary advantages to Californians seeking to reclaim their digital footprint.
Firstly, it promises a significant reduction in spam. By halting the sale of personal data, users can expect fewer unwanted robocalls, promotional texts, and unsolicited emails.
Secondly, it enhances personal security and reduces fraud risk. Deleting data from broker databases minimises the chances of identity theft, financial fraud, and even sophisticated AI-powered impersonation scams.
Thirdly, it bolsters physical safety. Limiting the widespread availability of sensitive details like home addresses and family information provides a crucial layer of protection against stalking, harassment, and data leaks.
Security, Eligibility, and Future Enforcement
To use DROP, residents must first verify their eligibility through the California Identity Gateway, which can be accessed directly or via Login.gov. The platform strongly emphasises that it does not misuse the data provided for the request.
The information entered into DROP is never sold and is used exclusively to fulfill the deletion mandate. "Your information is only used to complete your request. It won’t be sold or shared for any other reason," the official website states, assuring users that their data is stored securely.
While currently exclusive to California residents, the tool sets a powerful precedent. The legal teeth of the system will fully engage on August 1, 2026. From that date, the 90-day deletion requirement becomes fully legally enforceable for all brokers receiving requests through DROP, marking a new era in consumer data rights.
