California Data Brokers Stop Hiding Opt-Out Pages After Investigation

A CalMatters and The Markup investigation revealed that many data brokers in California were using 'no-index' code to hide their opt-out pages from search engines, making it difficult for consumers to exercise their legal right to delete personal data. Following the report and a Senate investigation, most brokers have removed the code.

Key facts: - 35 data brokers initially used 'no-index' code; 12 removed it immediately after the investigation. - As of this week, only 8 of the original 35 still hide their deletion pages.

- A Senate investigation led by Sen. Maggie Hassan prompted four major brokers to comply, and a fifth, Findem, belatedly removed the code.

- One broker, BrightCheck, has a broken opt-out page and is no longer on California's registry. The changes represent a significant step toward transparency, though some brokers continue to resist.

Consumers are encouraged to check data broker registries and exercise their deletion rights.