The article discusses the increasing use of data brokers to sell personal information, which can be used to target, target, and manipulate individuals online. The state of California now offers a free and easy-to-use platform, DROP, which allows consumers to submit a single request to have their personal information deleted from all registered data brokers in the state. These brokers must register with the California Privacy Protection Agency annually, process deletion requests submitted through DROP and undergo audits to ensure compliance. However, due to the legal requirements for brokers to begin retrieving these requests until August 1, 2026, there may be a delay before you see your information disappear from their databases. The agency suggests that removing your information from data broker databases may reduce unwanted texts, calls, emails, and potentially increase security by reducing the risk of identity theft, fraud, AI impersonation, or exposure in a data breach.