California has launched DROP, a free tool to help you remove your personal data from websites. If you have ever searched your name online, you know you can find addresses, phone numbers, and even email accounts. What is even more concerning is that there is much more information about you that you cannot see. So, let’s find out how you can protect your personal data from being exposed online.
Why is your personal data on the internet?
When we use apps, buy online, or just simply search on the internet, we are leaving pieces of our personal information. This information is so valuable that some companies (called data brokers) only focus on collecting it, organizing it, and selling it.
According to Tom Kemp, from the California Privacy Protection Agency, personal data has become so valuable that he says there are hundreds of companies earning money by collecting our data without us noticing it.
The data data brokers look for is: where we live, where we buy, what we see on TV, and our daily habits.
DROP
To help people protect their privacy California has created a free website called DROP (Delete Request and Opt-out Platform), and it was developed by the California Privacy Protection Agency with one goal: to offer California residents an easy way to request the deletion of their personal information.
Tom Kemp explains that DROP allows, in just one step, to remove personal data from businesses that collect and sell information without having a direct relationship with the user.
How DROP works
The process is designed to be easy and accessible for everybody, so let’s learn how it works:
- First, you must confirm that you live in California, since the tool is only available to California residents for now.
- Next, you enter basic personal information such as: your name, your address, your phone number, and your email. If you want, you can also add advertising identifiers from devices like your smartphone, your TV, and your car.
This information is used only to help data brokers identify your records so they can be deleted.
Then, what?
Data brokers that operate in California are legally required to register with the state, so more than 100 companies are already part of the DROP system, and over 500 more are expected to be added soon. Once your request is submitted:
- The deletion is permanent.
- You do not need to repeat the request.
- You do not need to contact companies again later.
Actual deletions are expected to begin later this year.
What if companies don’t comply?
Companies are required to follow these deletion requests. If they do not, they could face serious penalties, like $200 per record and per day. So, this means companies have a strong incentive to comply with the law.
DROP vs. Other services
Before DROP, people could pay private companies to help remove personal data. Those services still exist, but they cost money. The great thing about DROP is that it is free, it is run by the state of California, and it works with many data brokers at once.
California is the first state to offer a tool like this, and Kemp mentions that other states are already showing interest in creating similar systems.
So…
If you live in California, this free tool offers a simple way to take action. No complicated steps, no subscriptions, and no technical knowledge required. It is a small effort that can lead to a meaningful change in how your information is handled. So, the next time you search your name online, remember this: you now have a way to push back.