In the digital age, personal information has evolved into a sort of currency. Each click, purchase, or search becomes a data point, ripe for collection, analysis, and, often, sale. While data collection promises improved services and personalized experiences, it simultaneously poses significant privacy concerns.
As the globe grapples with these implications, California emerges as a frontrunner, addressing these challenges head-on with data brokers. Unfortunately, the concerning culprits of social media companies like Meta’s Facebook and Instagram were given a pass and not included in the Delete Act signed into law by Gov. Gavin Newsom.
Understanding data brokers
Think of data brokers as big collectors of personal details. They gather information about people, from basic things like our names and where we live to more personal stuff like what we buy or our health information.
How data brokers collect your information
Data brokers collect, aggregate, and sell your personal information, including your phone number, with the intent to sell it to interested parties. They can get your information in many ways, such as accessing public information like government records or gathering data from loyalty card programs, surveys, and social media. Mobile apps can also share your personal information with data brokers. Even your online browsing habits are valuable to data brokers. Your data profile can be sold to many different buyers, including targeted advertising and marketing companies, as well as government agencies.
What data brokers do with your information
After collecting all this, they sell massive troves of your personal data to companies who want to advertise, learn about our habits, and often use it for political reasons. In short, they make money by selling what they know about us to anyone willing to pay.
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Delete Act: Redefining data ownership
Enter the “Delete Act” or Senate Bill 362. Spearheaded by Governor Gavin Newsom and championed by Senator Josh Becker, this ambitious legislation seeks to give Californians more control over their personal data.
By January 2026, the California Privacy Protection Agency promises to provide a tool for citizens to request data brokers to remove their information. And with over 500 such brokers operating within the state, the impact could be profound. This means that individuals will have unprecedented power over their digital footprint, potentially reshaping how businesses operate in the digital age.
Consumers might notice fewer unsolicited advertisements, more control over who accesses their information, and overall, a heightened sense of digital privacy. The ripple effect could even influence other states to adopt similar measures, setting new standards for data privacy across the nation.
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A mixed bag of reactions
Many people are excited about the “Delete Act,” especially those passionate about personal privacy. But it’s not all cheers. Some businesses, like the ones that use data for advertising, online shopping sites, and data analysis companies, have concerns. They believe this new rule might put a dent in their growth or hold back new ideas.
The Consumer Data Industry Association, a big player in this space, has even warned that this law might unintentionally make it tougher to catch scams and fraud. This is because businesses use personal data to verify people’s identities or spot unusual activities, and limiting their access might weaken these checks.
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The cascading effect
Proactive measures so scammers never get your data
Invest in removal services:
A service like Incogni can help you remove all this personal information from the internet. It has a very clean interface and will scan 195 websites for your information and remove it and keep it removed.
Special for CyberGuy Readers (60% off): Incogni offers A 30-day money-back guarantee and then charges a special CyberGuy discount only through the links in this article of $6.49/month for one person (billed annually) or $13.19/month for your family (up to 4 people) on their annual plan and get a fully automated data removal service, including recurring removal from 175+ data brokers. I recommend the family plan because it works out to only $4.12 per person per month for year-round coverage. It’s an excellent service, and I highly recommend at least trying it out to see what it’s all about.
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Have good antivirus software on all your devices:
Special for CyberGuy Readers:
Have strong passwords and use 2-factor authentication: Don’t underestimate the power of a strong password. Reusing passwords is a risk—hack one account, and the rest become easy targets. And with , even if someone guesses your password, they’ll hit another security wall. If you find managing multiple passwords daunting, consider using a password manager.
Stay informed on privacy settings: Regularly check and update the privacy settings on your social media accounts, apps, and online services. Sometimes, the default settings might share more information than you’d like.
What to do next if you become a victim of identity theft
regain control of your accounts
2) Look through bank statements and checking account transactions
3) Use identity theft protection:
up to 1 million dollars to cover losses and legal feesUS-based case manager helps you recover any losses
Special for CyberGuy Readers:
4) Report any breaches
5) Get the professional advice of a lawyer
6) Alert all three major credit bureaus
7) Run your own background check
Kurt’s key takeaways
What are your thoughts on data privacy and the steps you’ve taken to protect your personal information? Let us know by commenting below.
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Answers to the most asked CyberGuy questions:
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