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Data Brokers Are Hiding Their Opt-Out Pages From Google Search
Key Excerpts from Article on Website of Wired
Posted: August 23rd, 2025
https://www.wired.com/story/data-brokers-hiding-opt-out-page...
Data brokers are required by California law to provide ways for consumers to request their data be deleted. But good luck finding them. More than 30 of the companies, which collect and sell consumers’ personal information, hid their deletion instructions from Google. This creates one more obstacle for consumers who want to delete their data. 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. While those companies might be fulfilling the letter of the law by providing a page consumers can use to delete their data, it means little if those consumers can’t find the page, according to Matthew Schwartz, a policy analyst. “This sounds to me like a clever work-around to make it as hard as possible for consumers to find it,” Schwartz said. Some companies that hid their privacy instructions from search engines included a small link at the bottom of their homepage. Accessing it often required scrolling multiple screens, dismissing pop-ups for cookie permissions and newsletter sign-ups, then finding a link that was a fraction the size of other text on the page. So consumers still faced a serious hurdle when trying to get their information deleted.
Note: For more along these lines, read our concise summaries of news articles on Big Tech and the disappearance of privacy.
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