Gov. Gavin Newsom is touting the rollout of the Delete Request and Opt-out Platform, DROP, which went live on Jan. 1.
The tool, which does not cost anything, simplifies the process of trying to stop data brokers from sharing and selling information. Only Californians can use the tool, with the first step being verifying the user's residence.
Starting Aug. 1, data brokers have 90 days from getting the request to delete data.
"I wrote this bill to give people real control over their personal information and protect them from scams, identity theft, and spam emails. And I'm grateful to see that it's being called the toughest privacy protection law in the country," said California State Sen. Josh Becker.
Information data brokers often collect includes names, email addresses, buying history, web browsing history, and location data.
Officials say the new law should help with unwanted texts, calls, or emails and also decrease the risk of identity theft and data leaks.
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