California's DROP Platform & Delete Act

The introduction of the Delete Request and Opt-out Platform (DROP) and the aggressive enforcement of the California Delete Act has targeted unregulated data brokerage.

The recent enforcement action against a marketing firm accused of selling sensitive health and demographic data without proper registration shows just how seriously California regulators are taking privacy violations. Contact our privacy attorneys to learn more.

Understanding the California Delete Act

The California Delete Act addresses the hidden economy of data brokers. While the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA) granted individuals the right to delete their personal information, it didn't properly handle data brokers quietly collecting and reselling your personal information from apps and countless other sources.

The Delete Request and Opt-out Platform (DROP) should be an improvement in how Californians can control their personal information. Set to launch in 2026, DROP allows you to submit a single request that applies to all registered data brokers simultaneously. You'll be able to request deletion of your personal information across the entire data broker ecosystem with one submission, and opt out of future sales or sharing of your data.

Once you submit a request through DROP, registered data brokers are legally obligated to act on it within the timelines specified by law.

The California Privacy Protection Agency

The California Privacy Protection Agency (CalPrivacy) is the first regulatory body in the United States created exclusively to enforce privacy laws. CalPrivacy has dedicated authority to investigate and penalize businesses that violate California privacy statutes.

How DROP Will Transform Consumer Privacy Rights

Once DROP becomes operational, California consumers will gain a level of control over their personal data and reduce unauthorized circulation of personal information. The initiative will also limit targeted advertising based on sensitive attributes like health conditions or political beliefs.

For many people, DROP will be the first realistic opportunity to take back control of information that's been bought and sold without their knowledge for years.

Why Choose The Lyon Firm for Your Data Privacy Case

Our attorneys stay ahead of changing regulations like the Delete Act, CCPA, and CPRA, ensuring you receive counsel based on the most current law. We've successfully represented clients in enforcement actions and privacy litigation across California.

For consumers, we fight to hold data brokers accountable for violations and seek maximum compensation for privacy breaches. Our firm has successfully resolved data privacy disputes and negotiated favorable settlements. The Lyon Firm has the knowledge and experience to guide you through every step of the process.