California Puts Data Brokers On NoticeCalifornia Puts Data Brokers On NoticeCoverage from CalMatters, Governor of California, and others
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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.
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
01
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
02
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
03
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
1 open dispute
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
Articles published over time. Hover any bar for the period and its article count.
Oct '23
Apr '24
Oct '24
Mar '25
Sep '25
Mar '26
Sep '26
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.
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
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
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 Heck71
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 Korin71
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 Shepard71
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
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 Wilson71
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
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
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 Brooks71
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
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
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
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
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
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
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
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
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
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. Miller71
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
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
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
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
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 Yao65
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
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
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
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 Shapiro65
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
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
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
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
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
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
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
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
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
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
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
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 Wang63
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
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
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
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
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
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
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
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” Villar58
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
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
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
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
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