DROP
California’s Delete Request and Opt-out Platform. It launched January 1, 2026 (consumers can submit requests); registered data brokers must begin processing deletion requests by August 1, 2026 and check the platform at least every 45 days.
Why DROP Matters for Operators
Lead data is regulated data. Data-broker registration, the California Delete Act, and the DROP deletion mechanism reach a lot of lead-gen businesses that never thought of themselves as “data brokers.”
Understanding drop is part of running a clean lead-generation funnel. Whether you generate, buy, or broker leads, this concept affects how you capture consent, who you can contact, and the proof you need to keep — so it directly shapes your exposure.
Key Takeaways
- 1DROP is a data-privacy concept that operators should understand to stay clean.
- 2California’s Delete Request and Opt-out Platform. It launched January 1, 2026 (consumers can submit requests); registered data brokers must begin processing deletion requests by August 1, 2026 and check the platform at least every 45 days.
- 3Use the free tools below to apply this concept to your own funnel and find out where you're exposed.
Apply This Concept
Related Articles
Are You a “Data Broker” Under California Law? The Direct-Relationship Test
California’s data-broker definition turns on one question: do you have a direct relationship with the consumer? Here’s how the test works for a lead-gen business — and where the GLBA/FCRA carve-outs stop.
California’s DROP Goes Live: What August 1, 2026 Means If You Buy or Sell Consumer Data
California’s Delete Request and Opt-out Platform lets a consumer delete their data across every registered broker with one request. Registered brokers must start honoring those requests on August 1, 2026.
Stay ahead of the rule changes
Plain-English breakdowns of concepts like drop — what changed in lead-gen compliance and what to do about it. Free, no spam.