This article was initially published by CalMatters. Subscribe to their newsletters.
The California Privacy Protection Agency ushered in 2026 with the launch of a new tool aimed at enabling residents to request the deletion and cessation of sales of their personal data by data brokers.
This initiative, referred to as the Delete Request and Opt-out Platform, or DROP, was established in response to a law known as the Delete Act, enacted in 2023. This law, along with preceding regulations, mandates that data brokers register with the state and allow consumers to instruct them to cease tracking and selling their information.
Previously, individuals had to reach out to each broker individually—an onerous task, especially considering that there were over 500 registered brokers in the state at the end of last year. Compounding the challenge, some brokers had made their opt-out forms difficult to find online, as reported by The Markup and CalMatters in August.
The new DROP system simplifies this process by sending opt-out requests to all registered brokers simultaneously. Launched on January 1, it is accessible to all Californian residents. By law, the state’s numerous data brokers are required to begin processing these requests by August.
Here’s how to utilize it.
Locating Your Advertising IDs
To use DROP, you’ll need to provide basic information—your name, email address, phone number, and zip code—allowing data brokers to identify you in their records. You can submit the form with just this data. However, for a more comprehensive deletion, you may also supply advertising IDs from your smartphones, smart TVs, and vehicles. Including these IDs enhances the likelihood that brokers can match more of your data, but gathering them will require some effort on your part.
Click here to proceed if you wish to provide only basic information, or continue reading for instructions on how to supply mobile advertising IDs for:
- Android devices
- Apple iOS devices
- Smart TVs and vehicle IDs
- Personal computers
Android Devices
Follow these steps, which may slightly vary based on your device and operating system:
- Access Settings.
- In the top section of the Settings, select your name followed by “Google services and preferences.”
- Choose the All services tab.
- Locate the Privacy & Security section and select Ads. Scroll down to find your advertising ID, which is a combination of random numbers and letters separated by hyphens. Record that ID for the DROP form.
- On that same screen, options to reset or delete your advertising ID can be found. The CCPA recommends resetting your ID to disrupt the persistent tracking used by advertisers, brokers, and apps to create long-term profiles. Deleting the ID will generally prevent any ID-based tracking.
Apple iPhones and iPads
Apple does not provide a way to view the mobile advertising ID, referred to as the Identifier for Advertisers or IDFA. Nonetheless, it offers functionality for users to block trackers from accessing these IDs.
To disable tracking, first adjust your Screen Time settings:
- Open Settings.
- Scroll and select Screen Time.
- Then select Content & Privacy Restrictions.
- Navigate to Allow Apps to Request to Track.
- Select Don’t Allow Changes.
Next, alter your Tracking settings:
- Open Settings.
- Scroll and select Privacy & Security.
- Select Tracking.
- Toggle OFF the option for Allow Apps to Request to Track.
Apple operates its own ad system that does not utilize IDFA. To disable that:
- Open Settings.
- Scroll and select Privacy & Security.
- Locate and select Apple Advertising.
- Toggle OFF the Personalized Ads option.
A brief note for our tech-savvy audience: If you’ve disabled tracking, don’t feel the need to enable it just to retrieve your advertising ID using a third-party application. Doing so will reset the ID, limiting its tracking capabilities since it will no longer exist for data brokers.
Vehicle IDs and Smart TVs
Vehicles can track owners in ways that may feel intrusive, and you can submit a vehicle identification number (VIN) in case brokers have such information. The location of your VIN may differ based on the vehicle, but it’s often found on the dashboard on the driver’s side or on a label in the jamb of the front passenger door. Your vehicle registration documents will also display your VIN.
Smart TVs also utilize advertising IDs. Here’s a guide that outlines settings for popular brands. If your smart TV isn’t covered, check for privacy or advertising settings, but be mindful that these numbers are distinct from model codes and serial numbers.
Personal Computers
Bespoke identifiers are used by both laptops and desktops to share data, but these can be more challenging to uncover than mobile advertising IDs. Instead, you can disable tracking, which will erase these identifiers (reactivating tracking generally resets these IDs).
- For computers operating Windows, you can deactivate your advertising ID by navigating to Settings. Depending on your OS version, select Privacy or Privacy & security, followed by General, to adjust your settings.
- On Mac computers, go to System settings > Privacy & Security > Apple Advertising. Toggle off Personalized Ads.
The California Privacy Protection Agency also offers guidance on finding advertising IDs.
Verifying Your Identity
Visit the DROP website. You’ll be prompted to accept the terms of use and navigate to a page requiring verification of your residency in California. You have two options for this, and you cannot switch methods after making your selection.
- You can verify your identity via personal information through a service called the California Identity Gateway.
If you opt for this route, you’ll provide some essential personal data—such as a phone number, email, California address, or social security number. The gateway uses this information to confirm your residency with the state. This should be relatively fast if you have both an email address and phone number.
- Alternatively, you can verify your identity to DROP using login.gov, a system adopted by various federal and state agencies to facilitate residents’ interactions with governmental services.
To create a login.gov account, you’ll need to submit an email address, set a password, and provide images of government-issued identification. Upon successful verification, you’ll be able to proceed to the next step. This method may require more effort due to ID necessities but might be quicker if you already have an account for other uses.
Complete and Submit the DROP Form
After verifying your identity, you’ll fill out a form where you can list multiple name variations, up to three zip codes, up to three email addresses, up to three phone numbers, advertising IDs from your mobile devices and smart TVs, and VINs for any vehicles. You’ll need to confirm your email addresses and phone numbers with one-time codes before submission (note that some verification codes may experience delays due to high traffic).
Upon submission, you’ll receive a unique DROP ID to monitor the status of your request.
What Comes Next?
Now, just wait. While the window for DROP requests has opened, state-registered data brokers aren’t obligated to act just yet. As of August 1, the brokers will start processing the requests.
From that point, companies will have 45 days to handle requests and 90 days to report on the outcome. Failure to comply may result in financial penalties.
In the interim, you can track your request status using your unique DROP ID. Later in the year, when you check back in, the system should indicate whether your data was effectively deleted, if no records were found, or if companies deemed the data exempt from deletion under limited legal exceptions.
If new information arises while you await processing — such as obtaining a fresh mobile advertising ID — you can update your request to bolster the chances of successfully having your data deleted.
CalMatters is a nonpartisan and nonprofit news organization dedicated to delivering Californians stories that analyze, elucidate, and explore solutions to pressing quality of life concerns while ensuring accountability from our leaders.
