DROP was created under California’s Delete Act, which forces data brokers to register with the California Privacy Protection Agency (CPPA) or face fines. Data brokers collect and sell extensive personal information, including financial details, online behaviors, and location data. DROP is a state service that sends a standardized deletion/opt‑out request to all data brokers registered with the California Privacy Protection Agency. Even without DROP, US residents can still reduce data broker collection and sale of their data, but it requires more manual work. Malwarebytes Personal Data Remover finds them and gets your information removed, then keeps watch so it stays that way.