Data Brokers Are Hiding Their Opt-Out Pages From Google Search

Data brokers are required by California law to provide ways for consumers to request their data be deleted. But good luck finding them. From a report: More than 30 of the companies, which collect and sell consumers' personal information, hid their deletion instructions from Google, according to a review by The Markup and CalMatters of hundreds of broker websites. This creates one more obstacle for consumers who want to delete their data.

Many of the pages containing the instructions, listed in an official state registry, use code to tell search engines to remove the page entirely from search results. Popular tools like Google and Bing respect the code by excluding pages when responding to users. Data brokers nationwide must register in California under the state's Consumer Privacy Act, which allows Californians to request that their information be removed, that it not be sold, or that they get access to it. After reviewing the websites of all 499 data brokers registered with the state, we found 35 had code to stop certain pages from showing up in searches.

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