California’s new data privacy program gives brokers 90 days to delete information
California has launched a new data privacy program that requires data brokers to delete personal information within 90 days of a deletion request. The program creates a formal process for residents to act against brokers who collect and sell their personal data.
Why this matters: Data brokers sell your name, address, income, relationships, and habits to whoever will pay. Most people have no idea how many brokers have their information, let alone how to get it removed. A 90-day deletion window with a state-backed process changes that. It puts a real deadline on an industry that has operated mostly without one. The test now is enforcement — a rule with no teeth is just paperwork.
Who should care: General readers · Privacy officers · Policy
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