Last Update: 09/22/2026 at 11:34 PM EST

California Puts Data Brokers On Notice

Coverage from CalMatters, Governor of California, and others

California Puts Data Brokers On Notice topic image

California is moving from company-by-company privacy requests to state-managed deletion of residents’ information held by registered data brokers.

Through the Delete Request and Opt-out Platform, or DROP, one verified request can reach hundreds of brokers, which must process deletions, monitor for newly acquired data, and report compliance under California Privacy Protection Agency oversight. The development increases operational and enforcement obligations for brokers while highlighting California’s broader role in shaping privacy rules amid limited federal regulation and unsettled litigation over website tracking.

Key Articles4 of 72 articles

If you read one thing

It offers a practical introduction to using DROP while making clear that exemptions and other limits can leave some data beyond its reach.

L.A. TACO / Blazedale

The counter-case

It represents the up-to-90-day interpretation of the processing deadline and explains how exemptions and coverage gaps constrain deletion.

Martincid / Adrian Kessler

The evidence

It connects DROP’s broad reach and daily penalties to concrete enforcement against brokers that obstruct opt-outs or violate registration rules.

Lexology / John P. Carlin, David Kessler, Ian C. Richardson, Jacobus "Janus" Schutte, Audrey M. Paquet, Maggie Lu, Michael Shepard

Best explainer

It adds a distinct account of how proposed CIPA reform could narrow website-tracking lawsuits while leaving other legal risks unresolved.

Privacy and Data Security Insights / Zachary Heck
Key Issues

Broker privacy enforcement is tangible

California regulators are enforcing registration, opt-out, and deletion obligations through penalties and required practice changes. Actions involving LocateSmarter and Cybba show that broker compliance duties are already subject to administrative enforcement.

Stable

Drawn from 3 articles

Coverage and execution gaps constrain protection

A centralized request does not guarantee comprehensive removal: unregistered brokers and sector-specific exemptions can leave information outside DROP. Verification, matching, and processing requirements also shape what a request can reach and when deletion is completed.

Stable

Drawn from 3 articles

Website-tracking liability is narrowing but remains unsettled

SB 690 has passed the Legislature and would remove private CIPA pen-register claims for website and app tracking, potentially retroactively, but the supplied evidence does not establish enactment. Other CIPA provisions and privacy claims remain, while courts have not resolved the scope of tracking liability.

Stable

Drawn from 5 articles

Key Numbers

August 21, 2026

date of tentative ruling

In a tentative ruling issued August 21, 2026, the California Court of Appeal rejected the categorical argument that CIPA’s pen-register provisions apply only to telephone systems, while also concluding that IP-address collection alone does not establish a valid pen-register claim.

Mondaq and 1 other article

January 1, 2027

effective date

if signed or if the Governor declines to act

The bill has not yet been signed. Governor Gavin Newsom has until September 30, 2026, to act. If signed, or if the Governor declines to act, SB 690 would take effect January 1, 2027.

Legal500

September 30, 2026

gubernatorial action deadline

The bill has not yet been signed. Governor Gavin Newsom has until September 30, 2026, to act. If signed, or if the Governor declines to act, SB 690 would take effect January 1, 2027.

Legal500

$116,490 USD

total penalty against LocateSmarter

Delete Act and CCPA violations

The California Privacy Protection Agency (CalPrivacy) announced its first enforcement action against a data broker under the California Consumer Privacy Act (CCPA), fining Iowa-based LocateSmarter LLC $116,490.

Lexology

$30,600 USD

Delete Act penalty

LocateSmarter stipulated final order

The stipulated final order requires LocateSmarter to pay $30,600 for the Delete Act violation and $79,890 for the CCPA violations. It must register as a data broker, disclose metrics about CCPA requests, process deletion requests submitted through DROP, and make its opt-out process easy and minimally burdensome.

Lexology

Contested Issue

Does the Delete Act require brokers to complete DROP deletion requests within 45 days, or can the overall process take up to 90 days?

Sources describe materially different completion timelines. Some state that brokers must process requests within 45 days of receiving them through DROP; others describe up to 45 days to retrieve a request and a further 45 days to match, delete, and report the result.

45-day completion

3 articles · across 3 publications

Brokers generally must complete applicable DROP deletion requests within 45 days after receiving them.

Up to 90 days

3 articles · across 3 publications

The overall process can take up to approximately 90 days, with as many as 45 days to retrieve a request and a further 45 days to match, delete, and report the result.

Looking Back
1069 Day Timeline
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The Story So Far
No material change

The new articles add detail on how SB 690 would redirect California tracking litigation and preserve other privacy claims, but do not establish a material development beyond its passage and pending gubernatorial action.

Previously

California is moving from company-by-company privacy requests to state-managed deletion of residents’ information held by registered data brokers. Through the Delete Request and Opt-out Platform, or DROP, one verified request can reach hundreds of brokers, which must process deletions, monitor for newly acquired data, and report compliance under California Privacy Protection Agency oversight. The development increases operational and enforcement obligations for brokers while highlighting California’s broader role in shaping privacy rules amid limited federal regulation and unsettled litigation over website tracking.

History
09/17/2026

The current version largely confirms the existing implementation story, while clarifying the program’s scale and framing related tracking disputes across a broader set of online tools.

09/15/2026

The current version largely confirms the prior account: DROP remains in operational rollout with the same timeline, broker duties, and enforcement framework. No materially new event, actor, or outcome is introduced.

All Articles72 articles
Important54 articles · CI Score 60 and above
CalMatters / Katherine Ortiz
California lawmakers sent Senate Bill 690 to Governor Gavin Newsom in Sacramento after debate over whether CIPA reform would protect small businesses or weaken consumer privacy enforcement.
9/3/2026 • Regulation, Law & Enforcement • General
Governor of California / State of California
California's Privacy Protection Agency fined LocateSmarter in California's first Delete Act-era data-broker action for obstructing opt-outs and failing to register.
8/13/2026 • Regulation, Law & Enforcement • General
Pii / Marc Parrish
California lawmakers advanced SB 690 to restrict private online pen-register lawsuits statewide beginning January 1, 2027, while preserving wiretap claims and Attorney General enforcement.
9/20/2026 • Regulation, Law & Enforcement • General
Privacy and Data Security Insights / Zachary Heck
California lawmakers passed SB 690 on August 28, 2026, limiting private CIPA pen register claims over website and application tracking, subject to Governor Gavin Newsom's action.
9/15/2026 • Regulation, Law & Enforcement • General
Legal500 / Akin; Natasha Kohne; Laura D. Smolowe; Evan D. Wolff; Virgil A. Miller; Rita S. Heimes; Caroline Wolverton; Chris Barwick; David Korin
California lawmakers passed SB 690 in 2026 to limit private website-tracking lawsuits, while Governor Gavin Newsom considers the measure before September 30, 2026.
9/15/2026 • Regulation, Law & Enforcement • General
Lexology / John P. Carlin, David Kessler, Ian C. Richardson, Jacobus "Janus" Schutte, Audrey M. Paquet, Maggie Lu, Michael Shepard
California's privacy regulator fined LocateSmarter and Cybba in 2026 for data-broker registration failures and practices obstructing consumer deletion and opt-out rights.
9/9/2026 • Regulation, Law & Enforcement • General
Sourcepoint / Julie Rubash
California's Legislature passed SB 923, SB 690, and AB 2561 in August 2026, sending three privacy measures to the Governor for potential statewide effect in January 2027.
9/2/2026 • Regulation, Law & Enforcement • General
Goodwin / Ryan D. Ball, Gabe Maldoff, Mark David McPherson, W. Kyle Tayman, Omer Tene, Rebecca Tarneja, Sophie Barnett, Noelle Wilson
The California Legislature passed Senate Bill 690 on August 28, 2026, in California, limiting private lawsuits over online tracking and assigning covered enforcement to the Attorney General.
9/1/2026 • Regulation, Law & Enforcement • General
Fisher Phillips
The California Court of Appeal heard arguments on August 25, 2026, in Sean Rose's challenge involving Variety Media website trackers and CIPA liability in California.
8/31/2026 • Regulation, Law & Enforcement • General
Thiswithkrish / Krish Dhokia
California residents began using the California Delete Request and Opt-Out Platform in January 2026 to direct registered data brokers statewide to delete personal information.
8/4/2026 • Regulation, Law & Enforcement • General
Privacy and Data Security Insights / Kennedy Brooks
California, New Jersey, Connecticut, Vermont, and federal regulators expanded data broker privacy obligations during 2026 through registration, deletion, breach, and foreign-adversary data sale controls.
8/4/2026 • Regulation, Law & Enforcement • General
Law Commentary / Lawrence J. Tjan
California began requiring registered data brokers to process centralized resident deletion requests through DROP on August 1 under the Delete Act.
8/4/2026 • Regulation, Law & Enforcement • General
Martincid / Adrian Kessler
California's privacy system began requiring registered data brokers to process centralized consumer deletion requests on August 1 through the statewide DROP platform.
8/3/2026 • Regulation, Law & Enforcement • General
Hunton Andrews Kurth LLP
CalPrivacy announced a July 21, 2026 CCPA compliance audit of gig economy platforms in California to test right-to-know fulfillment and 45-day response timelines.
7/21/2026 • Regulation, Law & Enforcement • General
California Privacy Protection Agency
CalPrivacy began a first CCPA privacy audit of gig platforms in California to verify timely, complete access to personal information for consumers and independent contractor workers.
7/21/2026 • Regulation, Law & Enforcement • General
Paubox
California’s Delete Act takes effect August 1, requiring data brokers to delete records tied to DROP deletion requests submitted by California residents.
7/20/2026 • Regulation, Law & Enforcement • General
ABC7 News / Luz Pena
California’s Delete Act takes effect on Aug. 1, requiring data brokers to delete residents’ personal data, enforced by the California Privacy Protection Agency and the state attorney general.
7/16/2026 • Regulation, Law & Enforcement • General
TechInformed
California data brokers must begin Aug. 1 deletion processing via DROP under CalPrivacy requirements, converting broker deletion into recurring 45-day workflows with 2028 audits.
7/3/2026 • Regulation, Law & Enforcement • General
KPBS Public Media / Ruth Finch
California businesses were sued under CIPA for website tracking and analytics as SB 690 faced support from Stop CIPA Shakedowns and opposition from Oakland Privacy advocates.
6/18/2026 • Regulation, Law & Enforcement • General
The World Signal
On June 3, House lawmakers heard testimony as the SECURE Data Act and GUARD Financial Data Act face criticism for excluding derived-profile data aggregators from protections.
6/10/2026 • Regulation, Law & Enforcement • General
Mondaq / Zachary Heck
The California Legislature passed SB 690 on August 28, 2026, restricting private online-tracking claims statewide while awaiting Governor Gavin Newsom's action.
9/16/2026 • Regulation, Law & Enforcement • General
Mondaq / Natasha G. Kohne, Laura D. Smolowe, Virgil A. Miller
California lawmakers passed SB 690 in Sacramento on August 28, 2026, limiting private website-tracking pen-register lawsuits while companion bills add privacy duties.
9/15/2026 • Regulation, Law & Enforcement • General
Mondaq / Gary Kibel
The California Legislature passed SB 690 on August 28, 2026, limiting private website-tracking lawsuits under CIPA if signed by Governor Gavin Newsom.
9/14/2026 • Regulation, Law & Enforcement • General
Mondaq / Gregory Szewczyk
On August 11, 2026, CalPrivacy ordered Iowa-based LocateSmarter LLC to pay $116,490 for California Delete Act and CCPA violations involving registration and opt-out barriers.
8/14/2026 • Regulation, Law & Enforcement • General
GovTech / Ethan Baron
California Privacy Protection Agency and Tom Kemp prepare mandatory data broker deletions under DROP starting Aug. 1, 2026 for enrolled residents.
7/13/2026 • Regulation, Law & Enforcement • General
Mondaq / Gregory Szewczyk and Hayley Steele
California Assembly Privacy and Consumer Protection Committee passed SB 690 on July 1, 2026 to narrow CIPA cookie and pixel litigation.
7/3/2026 • Regulation, Law & Enforcement • General
JD Supra
The California Privacy Protection Agency Board, meeting May 1, 2026, outlined expanded enforcement against data brokers and privacy-rights failures, with future DELETE Act deletion obligations.
5/20/2026 • Regulation, Law & Enforcement • General
Cybersecurity Insiders / Naveen Goud
California will begin imposing daily penalties on noncompliant data brokers in August for delayed deletion requests and inadequate explanations of denials.
8/4/2026 • Regulation, Law & Enforcement • General
The Edvocate / Matthew Lynch
California residents gain centralized data-broker deletion requests through DROP on August 1, 2026, under the California Delete Act.
8/3/2026 • Regulation, Law & Enforcement • General
The Sacramento Bee / Daniel Heuer
California Senate Privacy Committee advanced SB 690 on July 2, aiming to narrow CIPA claims tied to website tracking amid debate over consumer privacy protections.
7/27/2026 • Regulation, Law & Enforcement • General
Alston / Rachel Lowe, Daniel J. Felz, Jonathan J. Kim, Tracy Yao
California legislators are considering SB 690 in 2025 to limit private CIPA pen-register claims statewide while courts examine website tracking disputes in Los Angeles and California.
7/27/2026 • Regulation, Law & Enforcement • General
Spencer Fane / Evangelina Cantu
U.S. and California courts continue to diverge on whether CIPA covers website tracking pixels as Mirmalek settles and appellate cases prepare first rulings.
7/14/2026 • Regulation, Law & Enforcement • General
National Law Review / Kathryn M. Rattigan
California Privacy Protection Agency launches the Delete Request and Opt-out Platform to centralize deletion requests from data brokers registered in California on January 1, 2026.
3/5/2026 • Regulation, Law & Enforcement • General
Trust Issues: March 2026 / Michael T. Borgia
Data brokers must comply with California DROP obligations beginning in 2026 to govern deletion, record matching, and service provider contracts.
3/1/2026 • Regulation, Law & Enforcement • General
IAPP.org / Jedidiah Bracy
CalPrivacy Executive Director Tom Kemp detailed in California how the DROP deletion platform, new audit division, and phased risk assessments will reinforce CCPA enforcement against data brokers and businesses starting in 2026.
1/1/2026 • Regulation, Law & Enforcement • General
Wilson Sonsini Goodrich & Rosati Professional Corporation Home Page - Palo Alto / Tracy Shapiro
California state government enacted Senate Bill 362 on October 10 2023 to create a one stop deletion mechanism for data brokers.
10/25/2023 • Regulation, Law & Enforcement • General
IAPP.org / Lexie White
The California Privacy Protection Agency adopted Delete Act broker regulations on Nov. 8, 2024, in Sacramento, expanding broker definitions, increasing fees, and mandating a state opt-out deletion platform.
1/1/1900 • Regulation, Law & Enforcement • General
Bloomberg Law / Christopher Brown
California lawmakers passed SB 690 unanimously in August in Sacramento, sending the privacy litigation measure to Governor Gavin Newsom for consideration.
8/31/2026 • Regulation, Law & Enforcement • General
Mondaq / William Fife III
The California Privacy Protection Agency Board fined Iowa data broker LocateSmarter $116,490 in California for late registration and obstructing consumer opt-out requests.
8/18/2026 • Regulation, Law & Enforcement • General
Mondaq / Angela P. Doughty and Mayukh Sircar
Vivek Shah and other plaintiffs use CIPA theories to sue businesses nationwide over third-party tracking scripts and form data transmission, with California SB 690 under consideration in 2026.
7/17/2026 • Regulation, Law & Enforcement • General
JD Supra
California Privacy Protection Agency requires data brokers to comply with deletion requests via DROP starting August 1 2026 in California.
3/6/2026 • Regulation, Law & Enforcement • General
The Record / Suzanne Smalley
The California Privacy Protection Agency ordered data broker Background Alert to shut down for three years in 2024 after noncompliance with California Delete Act registration requirements.
2/28/2025 • Regulation, Law & Enforcement • General
L.A. TACO / Blazedale
California residents gained access January 1 to DROP, a state privacy platform that centralizes deletion requests across registered data brokers.
8/11/2026 • Consumer Privacy & Digital Rights • General
Malwarebytes / Pieter Arntz
California launched DROP in 2026, allowing California residents to send centralized deletion and opt-out requests to registered data brokers statewide.
8/3/2026 • Consumer Privacy & Digital Rights • General
Headtopics
California privacy enforcement under SB 362 requires registered data brokers to process deletion requests starting after August 1 using DROP.
7/13/2026 • Consumer Privacy & Digital Rights • General
Cybernoz
UC Irvine researchers in California report low broker response rates and recurring opt-out deadline misses for deletion and opt-out requests.
7/10/2026 • Consumer Privacy & Digital Rights • General
Privacy and Data Security Insights / Scot Ganow
California Assembly Privacy and Consumer Protection Committee passed amended Senate Bill 690 on July 1, 2026, narrowing CIPA private lawsuits tied to Section 638.51 website and app conduct.
7/7/2026 • Regulation, Law & Enforcement • General
Aol
California Privacy Protection Agency administers DROP, a centralized system requiring registered data brokers to process deletion requests starting Aug. 1, 2026.
5/4/2026 • Consumer Privacy & Digital Rights • General
Alston & Bird Privacy / Santi Villar
Starting August 1, 2026, California data brokers must access DROP at least every 45 days to process consumer deletion requests under the Delete Act.
7/17/2026 • Regulation, Law & Enforcement • General
Alston & Bird Privacy / Cynthia Cole
On May 1, 2026, California Privacy Protection Agency Board reviewed expanded enforcement plans centered on data brokers, statutory deletion and opt-out rights, and future DELETE Act global deletion integration.
5/19/2026 • Regulation, Law & Enforcement • General
Bloomberg Law
California data brokers denied or ignored more than one million deletion requests, prompting state enforcement through the DROP platform beginning August 1.
7/31/2026 • Consumer Privacy & Digital Rights • General
Newsweek / Giulia Carbonaro
California's SB 362 will require registered data brokers to delete sensitive personal data through the DROP system starting after August 1, with $200-per-day penalties for failures.
7/13/2026 • Consumer Privacy & Digital Rights • General
Mondaq / Bryna Dahlin
California lawmakers passed SB 690 on August 28, 2026, narrowing private enforcement of certain website and application CIPA claims while awaiting Governor Gavin Newsom's action.
9/8/2026 • Regulation, Law & Enforcement • General
Mondaq / Stephanie A. Sheridan, Meegan Brooks, Christine Wang
California lawmakers passed SB 690 in August 2026 to limit private CIPA tracking lawsuits, while a California appellate court considered online tools potentially covered by pen-register rules.
9/7/2026 • Regulation, Law & Enforcement • General
Interesting18 articles · CI Score 45–59
The Tech Edvocate / Matthew Lynch
California launched the DROP platform on August 1, 2026, enabling California consumers to send centralized deletion requests to data brokers under recurring state oversight.
8/5/2026 • Regulation, Law & Enforcement • General
IAPP / Lexie White
CalPrivacy signaled intensified data broker delete-right and registration enforcement on 1 May while opposing the SECURE Data Act and evaluating EU adequacy prospects.
5/4/2026 • Regulation, Law & Enforcement • General
IAPP.org / Lexie White
CalPrivacy moves to enforce the California Delete Act Delete Request and Opt-Out Platform in California, beginning enforcement later this year.
3/2/2026 • Regulation, Law & Enforcement • General
Crowell & Moring LLP
CPPA establishes data broker enforcement strike force in California to enforce Delete Act beginning 2024, with DROP platform launching in 2026.
1/1/2026 • Regulation, Law & Enforcement • General
IAPP.org / Jedidiah Bracy
CalPrivacy Director Tom Kemp announced California's DROP deletion platform and new audit division on behalf of the California agency in 2026 to enforce CCPA compliance across the state.
1/1/2026 • Regulation, Law & Enforcement • General
Hardware Savvy / Ryan Kennedy
California launched the DROP program to let residents request deletion from registered data brokers statewide through one government portal.
8/4/2026 • Consumer Privacy & Digital Rights • General
Mondaq / Joe Brown
On August 1, 2026, the California Privacy Protection Agency launched DROP in California to centralize consumer deletion and opt-out requests for registered data brokers.
8/10/2026 • Regulation, Law & Enforcement • General
Bloomberg Law / Christopher Brown
California lawmakers are considering Senate Bill 690, which would restrict private enforcement of online tracking claims under the California Invasion of Privacy Act and affect lawsuits nationwide.
8/3/2026 • Regulation, Law & Enforcement • General
Mondaq
California lawmakers proposed AB 1542 and SB 1106 to restrict sensitive-data sharing and accelerate data-broker deletion processing under CPPA enforcement.
5/12/2026 • Regulation, Law & Enforcement • General
JD Supra
California lawmakers proposed AB 1542 and SB 1106 to tighten CCPA sensitive-data sharing and shorten data-broker deletion-request timelines in 2026.
5/6/2026 • Regulation, Law & Enforcement • General
Pluralistic / Cory Doctorow
Cory Doctorow criticizes California DROP for data-broker deletion requests that rely on extensive identity verification through Login.gov and related steps.
7/23/2026 • Consumer Privacy & Digital Rights • General
Alston & Bird / Cynthia J. Cole, Yin Zhao Tydir, Santiago “Santi” Villar
The California Privacy Protection Agency advanced opt-out and data broker rulemaking at its August 6–7, 2026 meeting in California.
8/14/2026 • Regulation, Law & Enforcement • General
Mondaq / Cynthia Cole, Yin Zhao Tydir, and Santiago “Santi” Villar
The California Privacy Protection Agency advanced opt-out and data broker rulemaking in California on August 6-7, 2026, expanding compliance and enforcement requirements.
8/17/2026 • Regulation, Law & Enforcement • General
Stanford HAI
A 2026 privacy assessment found that California data brokers obstruct consumer rights requests and fail to meet disclosure obligations under state law.
8/11/2026 • Corporate Data Practices & Accountability • General
The Good Men Project / Enrique Dans
California's DROP platform allows residents to submit a single deletion request to data brokers, aligning CCPA with GDPR-style rights while enforcement remains critical.
3/3/2026 • Consumer Privacy & Digital Rights • General
NBC Bay Area / Chris Chmura
California residents enroll in DROP to delete personal data from data brokers in California, with enforcement starting in August 2026.
2/11/2026 • Consumer Privacy & Digital Rights • General
JD Supra
California CPPA launched the DROP portal for data broker deletion while CPPA compliance rules expanded and CIPA tracking lawsuits continued through early 2026.
5/14/2026 • Regulation, Law & Enforcement • General
Insurance Journal / Daniel Woods
Coalition reported in 2026 that California businesses and overseas website operators face expanding CIPA tracking claims, while Sacramento lawmakers consider partial reforms.
8/10/2026 • Regulation, Law & Enforcement • General