TL;DR: Data brokers, ad networks, apps and retailers sell or share personal data, and California residents can now send one deletion request to registered brokers through the state's DROP platform, which opened January 1, 2026. Elsewhere you must opt out site by site or use privacy laws such as GDPR. Free tool: Scan My Shadow's digital footprint checker at scanmyshadow.com/digital-footprint-checker.
"Selling data" covers several businesses that collect information about you and sell or share it. You rarely deal with them directly, which is why removal takes deliberate steps.
Who sells your data
- People-search sites that publish names, addresses, relatives and phone numbers.
- Marketing data brokers that sell lists built from purchases, surveys and public records.
- Ad networks and apps that share location and device data.
- Retailers and loyalty programs that sell or share purchase data.
See how data brokers actually get your data.
What is the DROP service? California's one-request deletion
DROP, the Delete Request and Opt-Out Platform, is run by the California Privacy Protection Agency under the Delete Act. A California resident submits one verified request and every registered data broker must delete matching data. Consumers could submit from January 1, 2026, and since August 1, 2026 brokers must check DROP at least every 45 days and process the requests. It is free and covers registered brokers only.
How to stop your data being sold
- California: use DROP, and use the "Do Not Sell or Share My Personal Information" link on sites.
- Other US states: use opt-out rights under state privacy laws and the guides in US data broker opt-outs and people-search opt-outs.
- UK, EU, Canada, Australia: use erasure and objection rights; see opt-outs for the UK, Canada and Australia.
- Google: hide results with Results about you.
- Cut new data at the source: delete unused accounts and review app permissions.
Automated services do this for a fee; see free vs paid removal and our comparison. To see where you appear first, run the data broker exposure check.
FAQs
Who is selling my data?
Data brokers and people-search sites, marketing list providers, ad networks, apps and some retailers. Many sit between you and the buyer, so you rarely see them.
What is the DROP service?
California's Delete Request and Opt-Out Platform, where a resident submits one deletion request that reaches all registered data brokers. Consumer submissions opened January 1, 2026 and brokers must process requests from August 1, 2026.
Is selling my personal data legal?
In many places yes, but with limits. California and several other US states give opt-out and deletion rights, and GDPR restricts sales in Europe. Rules differ by jurisdiction.
How do I stop companies selling my data?
Use opt-out and deletion rights: DROP in California, broker opt-out pages elsewhere, and privacy-law requests to companies you use.
Does opting out remove me permanently?
Not always. Brokers can re-add data from new sources, so check again periodically.
How do I find who has my data?
Search your name, run an exposure check and review broker lists. Start with a free data broker exposure check.
Before scammers use your details, see them first: check what is already public about you.
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