SACRAMENTO, Calif. (KEYT) – State privacy regulators have issued their second ever decision requiring an out-of-state data broker to pay for violating new online privacy protections and tools recently launched for Californians.
On Monday, the California Privacy Protection Agency Board found that Boston-based Cybba Inc. violated the state's Delete Act by failing to register in time and selling Californian's personal information without their permission.
The data broker agreed to pay an administrative fine of $52,400 after paying the required registration annual registration fee necessary under state law.
The announcement follows the new state regulator's $116,490 penalty issued to Iowa-based LocateSmarter LLC. announced earlier this week.
"CalPrivacy has been bringing a steady drumbeat of enforcement actions under both the Delete Act and the CCPA [California Privacy Protection Agency], and I don't see the enforcement activity slowing down anytime soon," shared the state-based agency's head of enforcement, Michael Macko. "Especially with the launch of DROP, businesses should take a close look at their activities."
The recently launched Delete Request and Opt-out Platform (DROP) platform gives Californians the opportunity to have more control over their digital data as well as who gathers and sells it.
Devices that access the internet leave behind digital footprints, usually connected to the unique identifier assigned to each device, which can include your cell phone or computer, but even smart TVs and vehicles that connect to the internet.
Interested in learning how to find the unique identifier for your devices? Visit here.
By uploading the unique identifiers to the DROP system, information gathered about that specific device can be included in lists that data brokers will have to delete once you finish signing up.
If data brokers do not follow the law, the California Privacy Protection Agency Board can bring administrative action against data brokers including this week's decision against Cybba Inc.
Image from the Stipulated Final Order against Cybba Inc.According to CalPrivacy, Cybba sells personal information -including geolocation data, internet activity data, inferences, identifiers, and commercial data- through products designed to help digital marketing target custom audiences.
Image from the Stipulated Final Order against Cybba Inc.Cybba sold products that included the personal information of Californian's without registering with state privacy regulators, a violation of California's Civil Code § 1798.99.82(a), also know as the Delete Act, noted the final order.
Every January, data brokers are required to register with the state regulator and pay an annual fee the funds the registry and DROP platform explained the California Privacy Protection Agency.
According to the California Privacy Protection Agency, data brokers face a $200 per day enforcement cost for failing to register in addition to a $200 per day, per consumer cost for failing to delete private information.
After being contacted by the Enforcement Division of the California Privacy Protection Agency Board, Cybba registered late as a data broker, cooperated with state regulator's investigation, and also registered in time for its activities in 2025, explained the final order.
According to the final order, Cybba's Treasurer and a legal representative of the company agreed to the administrative fines and actions required to bring the data broker into compliance with state law.
"DROP is a game changer for Californians seeking to protect themselves from the data broker ecosystem," shared Tom Kemp, CalPrivacy's executive director. "We remain committed to consistent, meaningful enforcement to make sure data brokers comply with the law."
More information about signing up can be found below.
The DROP program was created to give Californians more of a say by requiring more than 580 registered data brokers to delete the personal information of those who sign up explains the California Privacy Protection Agency (CalPrivacy).
Once confirmed as a California resident and the requested unique identifier for your device(s) is uploaded, no additional documentation or steps are required noted the California Privacy Protection Agency.
You can sign up here for the process which is estimated to take less than ten minutes to complete.
This YouTube video explains how to use the system and this toolkit can help answer additional questions.
Visit here for more information.
Notably, the new privacy protection program does not require data brokers to delete all information about people who sign up.
It does not force data brokers to remove information you share directly, such as signing up for a newsletter or when making a purchase.
Specific types of information, including publicly available court records and financial information used to generate credit scores, are also still available to data brokers even if you sign up for DROP.
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