What is the DROP System?
The Data Removal Opt-out Platform (DROP) is a centralized opt-out registry created under California’s DELETE Act (SB 362), signed into law in October 2023 but went live January 1, 2026. It allows California residents to submit a single request to opt out of having their personal information sold or shared by all registered data brokers — rather than having to contact each broker individually.
Key Details
Who runs it? The California Privacy Protection Agency (CPPA) is responsible for building and maintaining the DROP system.
What it covers: Data brokers — companies that collect and sell personal information about individuals they don’t have a direct relationship with — are required to register with the state and honor DELETE requests submitted through DROP.
What Consumers Can Do
- Submit one request through DROP to reach all registered data brokers
- Request deletion of their personal data
- Opt out of the sale or sharing of their information
- The system must be accessible to people with disabilities
Data Broker Obligations
- Must register annually with the CPPA
- Must honor requests made through DROP within 45 days
- Cannot charge consumers a fee to process requests
- Must delete data and refrain from selling it going forward
- Violations can result in fines of $200 per consumer per day
How It Differs from the CCPA
The existing California Consumer Privacy Act (CCPA) already gave residents privacy rights, but required consumers to contact each data broker separately. DROP consolidates that into a single, universal request — a major practical improvement.
Calif. Civil Code § 1798.99