California's Delete Act – Key Takeaways For Data Brokers

On Tuesday, October 10, 2023, California Gov. Gavin Newsom signed into law Senate Bill 362, also known as the Delete Act, which amends certain aspects of California's existing Data Broker Registration law. By January 1, 2026, the Delete Act will enable California consumers – as defined under the California Consumer Privacy Act (CCPA), as amended – to make a single personal information deletion request to a centralized database that is binding on all data brokers¹ that maintain the consumer's personal information. In addition, there will be new disclosure and audit requirements imposed on data brokers under the Delete Act.

This law has the potential to significantly impact the data broker business with domino effects hitting the targeted advertising, artificial intelligence, and machine learning ecosystems, and any other industries or business models that are heavily reliant on third party data. As of October 13, 2023, approximately 527 organizations are registered