California launches DROP tool to delete data from 600 brokers

The Delete Request and Opt-out Platform (DROP) is set to launch on August 1, 2026, allowing California residents to easily request the deletion of their personal data from over 600 registered data brokers in one click. This initiative follows the passage of California's Delete Act in 2023, aimed at enhancing consumer privacy rights. As of June 2026, more than 300,000 Californians have registered for DROP, which will require data brokers to process deletion requests every 45 days.

Compliance may pose challenges for businesses, including financial costs and the need for robust security implementations. The DASH platform could serve as a model for similar initiatives in other states, given California's significant economic impact on regulatory practices.