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CPPA reports 285,000 Californians on Drop; expands registry and outreach ahead of August deletions
Summary
The California Privacy Protection Agency told its board that about 285,000 Californians signed up for its Drop delete/opt‑out platform in the first four months, that the data broker registry lists roughly 575 registrants, and that staff are stepping up outreach, technical tools and a Drop sandbox for brokers as deletions begin in August.
Chair Urban convened the board’s executive director update on May 1, where Tom Kemp outlined recent progress on Drop, the agency’s statewide delete and opt‑out platform.
"As of today, there are 285,000 Californians that have signed up in the first 4 months," Kemp said, adding that deletions will begin in August when data brokers can connect to the system. He said Drop advertising is now running in California airports and community locations, bilingual radio and print ads are active, and a "Drop roadshow" has reached farmer markets, universities and senior centers.
Kemp also described improvements to the agency’s data broker registry, saying it now lists about 575 registered data brokers covering more than 725 broker‑operated websites and that registry filters let consumers see which brokers sell to particular downstream purchasers. "There are over 50 data brokers that sell to the federal government," he said, and the registry can be filtered to reveal such relationships.
Kemp told the board the agency has opened a Drop sandbox for data brokers to test integrations, and that staff have published "Drop in a Box" toolkits with email templates and brochures to help community partners promote the platform. He said outreach is deliberately targeted to communities including seniors and that the agency is partnering with other state offices and community organizations to increase trust and uptake.
Board members pressed staff on outreach to trusted intermediaries and on how the registry will help consumers identify brokers selling to GenAI developers or foreign actors. Kemp said the registry’s filters display whether brokers sell to federal entities or GenAI developers and that educational materials and videos are forthcoming.
Kemp also reported budget and operations updates: the agency requested two budget change proposals for procurement and enforcement; the Senate budget subcommittee unanimously approved them, and the Assembly subcommittee had included them on a non‑presentation agenda. Staff said the proposals remain under consideration and that implementation planning continues.
What’s next: staff will continue Drop outreach, publish guidance and videos, track registrations and, after August, report on broker integration and deletion activity.
