The California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA) have made the Golden State a pioneer in crafting modern data privacy legislation. Now, another bill is gaining momentum that could give California residents even more protection against data brokers — but is one that has the ad industry rushing to stop it.

The “Delete Act,” officially known as Senate Bill 362, was introduced in April by California State Senator Josh Becker (D-Menlo Park) and would give consumers a way to delete their personal information from every data broker in the state through a single verifiable consumer request. (The proposal comes less than a year after CPRA went into effect in January).

California isn’t the only state going after data brokers. Vermont, Texas and Oregon have also passed laws that create data-broker registries, with Vermont’s in effect since 2019, Texas’s taking effect in next month and Oregon’s starting in 2024. Federal regulatory agencies including the Consumer Financial Protection Bureau and the Federal Trade Commission have also opened inquires into the industry. And in Congress, the Energy & Commerce Committee opened a bi-partisan investigation in April by sending letters to dozens of data brokers asking for information about how they collect and use consumer data.

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