California DROP Enforcement Hits Aug. 1: Data Brokers Face $200-Per-Day Fines - Tech Times
California's Delete the Personal Information Act (DROP) enforcement begins Aug. 1, 2024, imposing $200-per-day fines on data brokers that fail to comply with deletion requests.
Aforeworn detected this change in the US State Data-Privacy Laws space on July 8, 2026 and published this briefing so affected operators are forewarned rather than caught off guard. It is rated High urgency. Data brokers registered with California, including adtech platforms, data aggregators, and any business that sells or shares personal information for cross-context behavioral advertising. should confirm how it applies to their specific situation before acting. There is a time constraint attached: August 1, 2024. Acting after that point can mean penalties, a lapsed licence, or lost eligibility — exactly the kind of surprise Aforeworn exists to prevent. Aforeworn monitors US State Data-Privacy Laws continuously and turns every detected change into a plain-English briefing like this one, so you always know first. Forewarned is forearmed.
What changed
Enforcement of DROP Act starts Aug. 1, 2024, requiring data brokers to honor consumer deletion requests within 45 days or face daily fines.
Who it affects
Data brokers registered with California, including adtech platforms, data aggregators, and any business that sells or shares personal information for cross-context behavioral advertising.
What you must do
Ensure your data broker registration is current and implement a process to receive, verify, and execute deletion requests within 45 days.
Deadline
August 1, 2024
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