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California's DROP Act: what the August 1 deadline means and what it doesn't solve
California SB 362 — the Delete Act — created a compliance mechanism that didn't previously exist: the DROP portal sends a single deletion request to all 545+ registered data brokers simultaneously, with a 90-day deletion deadline backed by enforceable CPPA authority.
that's a meaningful change from the previous system, where individual deletion requests had to be submitted broker by broker, enforcement was minimal, and most brokers treated compliance as optional in practice.
the August 1, 2026 launch is the operative date. requests submitted through DROP trigger the 90-day clock. brokers that don't comply have documented non-compliance on record — not an unenforced complaint.
what DROP does well
DROP solves the submission problem. one request, all 545 registered brokers, enforceable timeline. for individuals who've been submitting individual broker requests and watching them get ignored, DROP is the mechanism that gives those requests teeth.
for businesses with executives or public-facing employees at risk of social engineering, DROP is the fastest path to removing the data that makes targeting easy: addresses, phone numbers, employer history, family member names. that data lives on broker aggregator sites because it's profitable to hold. DROP makes holding it more expensive.
what DROP doesn't solve
DROP handles the initial deletion. data brokers continuously acquire new data from public records, purchase transactions, and third-party sources. data that's deleted in September 2026 can reappear by Q1 2027 as brokers refresh their databases.
the re-accumulation problem is outside DROP's scope. DROP is a deletion request mechanism, not a monitoring system. the gap between "submitted through DROP" and "staying clean through the next acquisition cycle" is where most of the long-term privacy risk lives.
ongoing data removal services — monthly re-scans, deletion requests for re-appearing data, new broker monitoring — handle the part DROP doesn't. the August 1 deadline is the right moment to address both: DROP for the initial batch, a monitoring service for the re-accumulation.
BizSuite's Data Removal service covers 48 brokers across 5 tiers, with California Delete Act (SB 362) built-in and continuous monitoring. $497 + $49/month.
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