If you live in California — or even if you don’t — you’ve probably seen “Do Not Sell My Personal Information” links at the bottom of websites. Those links exist because of the CCPA — the California Consumer Privacy Act — the most powerful state privacy law in the country.
The CCPA gives California residents specific, enforceable rights over their personal data. But most people don’t know what those rights are or how to actually use them. This guide breaks it down in plain English.
In this guide:
- What the CCPA is and who it covers
- Your rights under the CCPA
- How to use the CCPA to remove your data from data brokers
- The DELETE Act and DROP platform
- How to exercise your rights (even if you’re not in California)
Don’t wait for the law: Regardless of whether the CCPA applies to you, run a free Optery scan to see which data broker sites have your personal information. You can opt out of most brokers whether or not you have CCPA rights.
What Is the CCPA?
The CCPA (California Consumer Privacy Act) is a state law that went into effect in 2020, later strengthened by the California Privacy Rights Act (CPRA) in 2023. Together, they give California residents the strongest data privacy rights in the United States.
The law applies to businesses that meet certain thresholds — generally companies with over $25 million in annual revenue, companies that buy or sell the data of 100,000+ consumers, or companies that earn 50%+ of revenue from selling personal data. This covers virtually all major data brokers, tech companies, and retailers.
Your Rights Under the CCPA
The CCPA gives California residents five core rights:
Right to Know
You can request that any covered business tell you what personal information they’ve collected about you, where they got it, who they’ve shared it with, and what they use it for. The company must respond within 45 days.
For data brokers, this means you can ask them exactly what they know about you and where they got it.
Right to Delete
You can request that businesses delete the personal information they’ve collected about you. With some exceptions (legal requirements, ongoing transactions, security purposes), they must comply.
This is the right most directly useful for data broker removal — it gives your opt-out request legal teeth.
Right to Opt Out of Sale
You can tell businesses not to sell your personal information. This is why you see “Do Not Sell My Personal Information” links on websites. Clicking these links submits an opt-out request under the CCPA.
For data brokers whose entire business model is selling your data, this right is particularly powerful.
Right to Correct
Added by the CPRA, you can request that businesses correct inaccurate personal information about you.
Right to Non-Discrimination
Businesses cannot penalize you for exercising your privacy rights — they can’t charge you more, provide worse service, or deny you access because you opted out of data sales.
The DELETE Act and DROP Platform
California took the CCPA further with the DELETE Act (2023), which created something no other state has: a one-click data broker deletion system.
What is the DELETE Act? It requires all data brokers operating in California to register with the California Privacy Protection Agency. As of 2026, over 500 data brokers are registered.
What is the DROP platform? DROP (Delete Request Online Portal) lets California residents send a single deletion request to every registered data broker at once. Instead of opting out of 500+ sites individually, you submit one request through DROP and it goes to all of them.
How to use DROP: Visit the California Privacy Protection Agency website and look for the DROP portal. Submit your request with your personal information, and the agency distributes it to all registered data brokers.
The limitation: DROP covers only data brokers registered in California. Many brokers operate nationally and may not be registered. Automated removal services like Optery (350+ sites) and Incogni (180+ sites) cover both registered and unregistered brokers, providing broader coverage than DROP alone.
How to Use the CCPA to Remove Data from Brokers
If you’re a California resident, here’s how to use the CCPA to remove your personal information from data brokers:
Step 1: Identify which brokers have your data. Run a free Optery scan to see which data broker sites have your information listed.
Step 2: Submit CCPA deletion requests. Contact each data broker and submit a formal deletion request. Reference the CCPA specifically: “Pursuant to the California Consumer Privacy Act (CCPA), I request the deletion of all personal information you have collected about me.”
Step 3: Use the DROP platform. Submit a deletion request through California’s DROP portal to reach all registered data brokers at once.
Step 4: Follow up. Brokers must respond within 45 days. If they don’t comply, you can file a complaint with the California Privacy Protection Agency.
Or skip the manual process entirely:
Optery — Our top recommendation. Free scan to see your exposure. Paid plans ($39-$249/year) automate removal from 350+ sites — using CCPA-backed requests where applicable — with continuous monitoring. Read our full Optery review →
Incogni — Best budget option. Covers 180+ data brokers for $6.49/month. Incogni references applicable privacy laws including the CCPA in their removal requests. Read our full Incogni review →
What If You’re Not in California?
Even if you don’t live in California, the CCPA still works in your favor:
Many companies apply CCPA rights to everyone. It’s expensive and complicated for companies to build state-specific data handling systems. Many simply apply CCPA-level protections to all US customers, regardless of state. When you click “Do Not Sell My Personal Information” on a website, it often works even if you’re not in California.
Reference the CCPA in your opt-out requests. When submitting data broker removal requests, reference the CCPA anyway. Many data brokers process CCPA deletion requests from all states rather than verifying residency — it’s easier for them than building verification systems.
Check your own state’s laws. Many states have passed their own privacy laws modeled on the CCPA. Full guide to state privacy laws →
Use automated services. Optery and Incogni work in all 50 states, leveraging whatever legal frameworks apply to maximize removal effectiveness.
CCPA vs. Other State Privacy Laws
How does the CCPA compare to other state privacy laws?
| Feature | CCPA (California) | VCDPA (Virginia) | CPA (Colorado) |
|---|---|---|---|
| Right to Know | Yes | Yes | Yes |
| Right to Delete | Yes | Yes | Yes |
| Right to Opt Out of Sale | Yes | Yes | Yes |
| Right to Correct | Yes (CPRA) | Yes | Yes |
| Data Broker Registry | Yes (DELETE Act) | No | No |
| One-Click Deletion Portal | Yes (DROP) | No | No |
| Private Right of Action | Limited (breaches) | No | No |
| Enforcement | AG + Privacy Agency | AG only | AG only |
California leads in every category. The DELETE Act and DROP platform are unique to California and represent the most aggressive state-level approach to data broker regulation in the country.
For a full comparison of all state privacy laws: Privacy Laws by State.
Take Action Today
The CCPA gives you powerful tools — but tools only work if you use them. Whether you’re in California or not, your personal information is on data broker sites right now, and you can take action to remove it.
- Run a free Optery scan — see which data brokers have your information
- Submit deletion requests — reference the CCPA for legal weight, regardless of your state
- Use automated removal — Optery or Incogni handles everything including CCPA-backed requests
- Freeze your credit — an additional protection layer the CCPA doesn’t cover
- Check your state’s privacy laws — you may have additional rights beyond federal protections
The law is on your side. Use it.
Frequently Asked Questions
Does the CCPA apply to me if I don’t live in California?
Technically no — the CCPA only grants rights to California residents. However, many companies apply CCPA protections to all US users, and referencing the CCPA in opt-out requests often gets results regardless of your state. Check your state’s privacy laws for rights specific to you.
What is the DROP platform?
DROP (Delete Request Online Portal) is California’s one-click data broker deletion system, created by the DELETE Act. It lets California residents send a single deletion request to all 500+ registered data brokers at once. It’s the most streamlined data broker removal tool any state offers.
Can I use the CCPA to remove myself from data brokers?
Yes. The CCPA’s right to delete and right to opt out of sale apply to data brokers. Submit deletion requests referencing the CCPA, use the DROP platform (California residents), or use automated services like Optery that leverage CCPA in their removal requests.
What happens if a data broker ignores my CCPA request?
File a complaint with the California Privacy Protection Agency (for the DELETE Act) or the California Attorney General’s office (for CCPA violations). Businesses face fines of up to $7,500 per intentional violation.
Is the CCPA the same as GDPR?
No. The GDPR is a European Union law that’s generally considered stronger than the CCPA. Both give consumers rights over their data, but the GDPR requires businesses to get consent before collecting data, while the CCPA focuses on giving consumers the right to opt out after collection. The CCPA applies only to California residents interacting with qualifying businesses.
Do I need a lawyer to exercise my CCPA rights?
No. You can submit CCPA requests directly to companies or through the DROP platform. Automated services like Optery and Incogni handle the process for you. A lawyer is only necessary if you need to pursue legal action for non-compliance.
This article is for educational and informational purposes only and does not constitute legal advice. No attorney-client relationship is created by reading this content. Consult a licensed attorney in your state for advice about your specific situation.
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