You Have a Right to Delete Your Data—But Dozens of Data Brokers Hide How to Do It

You can request data brokers to remove your personal info from their databases. But finding their request forms is another challenge entirely, especially when they’re hidden. Recent reporting from CalMatters and The Markup found that 35 data brokers injected code into their websites that hid their opt out pages from search, making it more difficult for people to delete their data.If you don’t like the idea of your sensitive personal info being collected, bought, and sold without your knowledge, this is important news for you.
And these brokers collect plenty of it. They compile often exacting profiles of people, which can include things like purchasing habits, health data, financial info, real-time location data (gathered from smartphone apps), and even inferred info like political leanings, lifestyle choices, and religious beliefs.
As you can see, this level of data collection can get entirely personal.

Moreover, practically anyone can purchase this sensitive info. That ranges from advertisers to law enforcement and from employers to anyone on the street who wants to know a lot more about you.
This report stands as a good reminder that data collection on this level is an everyday fact of life—and that you can still take some control of it.
With a quick look at the report, we’ll then show you what’s going on with all this data collection and what you can do about it.

Data brokers making it tougher to remove personal data from their sites

As part of the article, reporters analyzed 499 data broker sites registered in the state of California. Of them, 35 had search-blocking code. Additionally per the article, many opt out pages “required scrolling multiple screens, dismissing pop-ups for cookie permissions, and newsletter sign-ups and then finding a link that was a fraction the size of other text on the page.” Once the publications contacted the data brokers in question, multiple companies halted the practice, some responding that they were unaware their site had search-blocking code. Several others didn’t respond by the time the article was published and kept their practices in place.

Where do data brokers get such personal info?

There are several ways information brokers can get information about you…

Sources available to the public: Some of your personal records are easily available to the public. Data brokers can collect public records like your voter registration records, birth certificate, criminal record, and even bankruptcy records. By rounding them up from multiple sources and gathering them in one place, it takes someone seconds to find out all these things about you, rather than spending hours poring over public records.

Search, browsing, and app usage: Through a combination of data collected from internet service providers (ISPs), websites, and apps, data brokers can get access to all kinds of activity. They can see what content you’re interested in, how much time you spend on certain sites, and even your daily travels thanks to location data. They also use web scraping tools (software that pulls info from the web), to gather yet more. All this data collecting makes up a multi-billion-dollar industry where personal data is gathered, analyzed, sold, and then sold again and again—all without a person’s knowledge.
Online agreements: As it is with smartphone apps, you’ll usually have to sign an agreement when signing up for a new online service. Many of these agreements have disclosures in the fine print that give the company the right to collect and distribute your personal info.

Purchase history: Data brokers want to know what products or services you’ve purchased, how you paid for them (credit card, debit card, or coupon), and when and where you purchased them. In some cases, they get this info from loyalty programs at places like supermarkets, drugstores, and other retailers. Kroger, one of the largest grocery chains, is a good example of how purchasing insights end up in the hands of others. According to Consumer Reports, the company draws 35% of its net income from selling customer data to other companies.
“What can I do about companies collecting my data?”

For starters, there aren’t any data privacy laws on the federal level. So far, that has fallen to individual states to enact. As such, data privacy laws vary from state-to-state, with California having some of the earliest and strongest protections on record, via the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA).

In all, 20 states currently have comprehensive privacy laws in place, with five others that have put narrower privacy protections in place, covering data brokers, internet service providers, and medical/biometric data.
States with Comprehensive Data Privacy Laws

• California
• Virginia
• Colorado
• Connecticut
• Utah
• Iowa
• Indiana
• Tennessee
• Texas
• Florida
• Montana
• Oregon
• Delaware
• New Hampshire
• New Jersey
• Kentucky
• Nebraska
• Rhode Island

For specific laws in your state and how they can protect you, we suggest doing a search for “data privacy laws [your state]” for more info.
Even if your state has no or narrow data privacy laws in place, you still have several ways you can take back your privacy.

How to protect your data from data brokers

The first thing you can do is keep a lower profile online. That can limit the amount of personal info they can get their hands on:

Be selective about what you share online. Don’t overshare personal info on social media. Avoid things like online quizzes and sweepstakes. And be aware that some data brokers indeed scour the web with scraping tools that gather up info from things like forum posts.

Go private. Even better, lock down your privacy on social media. Social media platforms like Facebook, Instagram, and others have several settings that keep your profile from being scraped in the ways mentioned above. Features like our Social Privacy Manager can make quick work of this by adjusting more than 100 privacy settings across your accounts in a few clicks.

Use a virtual private network (VPN) whenever possible. A VPN hides your IP address and encrypts your data while you surf the web. McAfee’s Secure VPN protects your personal data and credit card information so you can browse, bank, and shop online without worrying about prying eyes, like data brokers and internet service providers (ISPs) that collect info about what you do online.

Remove your info from data brokers quickly with McAfee

The list of data brokers is long. Cleaning up your personal data online can quickly eat up your time, as it requires you to reach out to multiple data brokers and opt out. Rather than removing yourself one by one from the host of data broker sites out there, you have a solution: our Personal Data Cleanup.
Personal Data Cleanup scans data broker sites and shows you which ones are selling your personal info. It also provides guidance on how you can remove your data from those sites. And if you want to save time on manually removing that info, you have options. Our McAfee+ Advanced and Ultimate plans come with full-service Personal Data Cleanup, which sends requests to remove your data automatically. If the thought of your personal info getting bought and sold in such a public way bothers you, our Personal Data Cleanup can put you back in charge of it.