Hundreds of registered data brokers ignore user requests around personal data | CyberScoop<\/title> <meta name=\"description\" content=\"Researchers in California contacted data brokers in their state to exercise their rights under the California Privacy Protection Act. Many didn\u2019t reply, while others threw up barriers.\"> <link rel=\"canonical\" href=\"https:\/\/cyberscoop.com\/data-brokers-california-ccpa-non-compliance-privacy\/\"> <meta property=\"og:locale\" content=\"en_US\"> <meta property=\"og:type\" content=\"article\"> <meta property=\"og:title\" content=\"Hundreds of registered data brokers ignore user requests around personal data\"> <meta property=\"og:description\" content=\"Researchers in California contacted data brokers in their state to exercise their rights under the California Privacy Protection Act. 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class=\"visually-hidden\">Close<\/span> <\/button> <\/section>\n<article class=\"single-article content\">\n<div class=\"single-article__container js-single-article-content\">\n<header class=\"single-article__header \" readability=\"26.365030674847\">\n<div class=\"single-article__header-content\" readability=\"35.15\">\n<p> Researchers in California contacted data brokers in their state to exercise their rights under the California Privacy Protection Act. Many didn\u2019t reply, while others threw up barriers. <\/p>\n<p>  <br \/>\n<audio id=\"audio-player\" src=\"https:\/\/wp-tts-cdn.api.scpnewsgrp.com\/cyberscoop\/85322\/english.openai.mp3\"><\/audio> <\/p>\n<div readability=\"11\">\n<div>\n<p>Listen to this article<\/p>\n<p>  <\/p>\n<p>0:00<\/p>\n<\/p><\/div>\n<p>  <\/p>\n<p> <span id=\"tts-tooltip\">Learn more.<\/span> <span> This feature uses an automated voice, which may result in occasional errors in pronunciation, tone, or sentiment. <\/span> <\/p>\n<\/div>\n<p>  <\/div>\n<div class=\"single-article__cover-wrap\">\n<figure class=\"single-article__cover\"> <img data-recalc-dims=\"1\" fetchpriority=\"high\" width=\"640\" height=\"480\" src=\"https:\/\/i0.wp.com\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data.jpg?resize=640%2C480&ssl=1\" class=\"single-article__cover-image wp-post-image\" alt decoding=\"async\" fetchpriority=\"high\" srcset=\"https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg 7912w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=300,225 300w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=768,576 768w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=1024,768 1024w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=1536,1152 1536w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=2048,1536 2048w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=600,450 600w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=224,168 224w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=449,337 449w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=900,675 900w, https:\/\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-2.jpg?resize=1124,843 1124w\" sizes=\"(max-width: 900px) 100vw, 900px\"><figcaption> SOLVANG, CA – DECEMBER 2: Tourists flock to this Danish-themed town to view the colorful lights of the Christmas holiday season and to dine on aebleskivers, ice cream, and baked goods as viewed on December 2, 2023, in Solvang, California. Following the notoriety from the Academy Award-winning film Sideways, this buccolic farming region north of Santa Barbara has become a popular Wine Country stop for global and domestic tourists traveling between San Francisco and Los Angeles. (Photo by George Rose\/Getty Images) <\/figcaption><\/figure>\n<\/p><\/div>\n<\/header>\n<div class=\"single-article__content\">\n<div class=\"single-article__content-inner has-drop-cap\"> <html readability=\"60.373994147769\"><body readability=\"123.07257401316\"><\/p>\n<p>There are few laws at the state or federal level to constrain data brokerage, the process by which companies collect and sell bulk data on people they\u2019ve never met or done business with.<\/p>\n<p>States at the forefront of regulating the industry, like California, currently require hundreds of companies to register with the government and provide consumers with the means to opt out of collection or request deletion of their data.<\/p>\n<p>Now, a <a href=\"https:\/\/arxiv.org\/pdf\/2506.21914\">study<\/a> from the University of California, Irvine shows that many registered brokers may be ignoring these requirements, and experts tell CyberScoop that state regulators should strengthen their enforcement of current privacy laws.<\/p>\n<p>In the study, researchers exercised their rights under the California Consumer Privacy Act by <a href=\"https:\/\/oag.ca.gov\/data-brokers\">contacting all registered data brokers<\/a> and requesting details about the t data the companies had collected on them. Of the 543 companies contacted, 40% failed to respond in any way, showing \u201crampant noncompliance\u201d among the registered brokers.<\/p>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p>\u201cOur findings reveal rampant non-compliance and lack of standardization of the data access request process,\u201d wrote authors Elina van Kempen, Isita Bagayatkar, Pavel Frolikov, Chloe Georgiou and Gene Tsudik. \u201cThese issues highlight an urgent need for stronger enforcement, clearer guidelines, and standardized, periodic compliance checks to enhance consumers\u2019 privacy protections and improve data broker accountability.\u201d<\/p>\n<p>In addition to brokers that didn\u2019t respond, those that did often created numerous hurdles for people trying to access their data. There was no standard process for submitting such requests: some companies required a phone call, others an email, and others asked users to fill out an online form.<\/p>\n<p>The study measured six types of friction in these requests: individual burden, identity verification challenges, response time, response quality, the data collected, and the privacy issues related to the requests.<\/p>\n<p> One key finding was that inconsistent identity procedures across brokers are confusing and \u201ctaxing\u201d to the average consumer, forcing them to navigate a patchwork of different requirements. <\/p>\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data.png?w=640&ssl=1\" alt><\/figure>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p><em>Caption: Even when data brokers (DBRs) do respond to consumers, many offer a confusing and unreliable process to contact them and request data or opt out. (Source: UC Irvine)<\/em><\/p>\n<p>Many brokers that collect and sell personal data require strict identity verification for consumer data requests, which helps prevent unauthorized access.<\/p>\n<p>On the other hand, the study\u2019s authors say this creates an \u201cunintended privacy paradox\u201d for consumers looking to limit the exposure of their personal data by engaging with brokers directly, as they must often provide additional forms of personal and personally identifiable information along the way.<\/p>\n<p>\u201cParadoxically, this means that exercising one\u2019s privacy rights under CCPA introduces new privacy risks,\u201d the authors wrote.<\/p>\n<p>The study, which focused solely on companies registered as data brokers in California, may actually understate the problem, as <a href=\"https:\/\/cyberscoop.com\/many-data-brokers-arent-registering-across-state-lines-privacy-groups-say\/\">other research<\/a> has shown that many data brokers don\u2019t carry their disclosures across state lines. <\/p>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p>Justin Sherman, a privacy expert and scholar-in-residence at the Electronic Privacy Information Center, told CyberScoop that many brokers seem to hold an odd commitment to privacy principles in one particular instance: verifying the identity of people who object to having a third-party company collect and use their personal information.<\/p>\n<p>\u201cIt is beyond irony that there are data brokers who will sell to basically anybody and \u2026 yet when someone is saying, \u2018I don\u2019t consent to you having collected my data behind my back,\u2019 everything is all of a sudden, \u2018how are we going to verify?\u2019 and \u2018how are we going to do \u2018<a href=\"https:\/\/www.federalreserve.gov\/boarddocs\/supmanual\/bsa\/bsa_p5.pdf\">Know Your Customer<\/a>\u2019\u201d rules, Sherman said. \u201cIt\u2019s talking out of both sides of your mouth. They know that if you create some friction, then people are less likely to cancel.\u201d<\/p>\n<p>Additionally, Sherman noted that for opt-out rights to be effective, \u201cthe consumer has to be able to easily exercise them.\u201d A process that forces them to personally contact hundreds of different companies without a standardized process for doing so, he argued, is a recipe for frustration and dark patterns.<\/p>\n<p>He added \u201cthere\u2019s no gray area\u201d about how registered brokers are obligated to handle such requests.<\/p>\n<p>\u201cI think the law is very clear. The law says: accept the requests and respond, or reject the requests and respond with the exception you\u2019re setting,\u201d Sherman said, something hundreds of registered brokers failed to do, according to the study.<\/p>\n<div class=\"ad ad--inline_1 \">\n<div class=\"ad__inner\"> <span class=\"screen-reader-text\">Advertisement<\/span> <\/div>\n<\/div>\n<p>The California Privacy Protection Agency did not respond to questions from CyberScoop about the UC Irvine study or its own research on data broker noncompliance under the CCPA.<\/p>\n<p><\/body> <\/p>\n<footer class=\"single-article__footer\" readability=\"3.2636815920398\">\n<div class=\"author-card\" readability=\"13\">\n<div class=\"author-card__avatar\">\n<figure class=\"author-card__image-wrap\"> <img data-recalc-dims=\"1\" decoding=\"async\" class=\"author-card__image\" src=\"https:\/\/i0.wp.com\/ddi.mohflo.net\/wp-content\/uploads\/2025\/07\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data-1.jpg?w=640&ssl=1\" alt=\"Derek B. Johnson\"> <\/figure>\n<\/p><\/div>\n<p><h4 class=\"author-card__name\">Written by Derek B. Johnson<\/h4>\n<p> Derek B. Johnson is a reporter at CyberScoop, where his beat includes cybersecurity, elections and the federal government. Prior to that, he has provided award-winning coverage of cybersecurity news across the public and private sectors for various publications since 2017. 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{"id":7830,"date":"2025-07-28T09:04:14","date_gmt":"2025-07-28T14:04:14","guid":{"rendered":"https:\/\/cyberscoop.com\/?p=85322"},"modified":"2025-07-28T09:04:14","modified_gmt":"2025-07-28T14:04:14","slug":"hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data","status":"publish","type":"post","link":"https:\/\/ddi.mohflo.net\/index.php\/2025\/07\/28\/hundreds-of-registered-data-brokers-ignore-user-requests-around-personal-data\/","title":{"rendered":"Hundreds of registered data brokers ignore user requests around personal data"},"content":{"rendered":"