Imagine trying to delete your personal information online, only to find out companies are playing an elaborate game of digital hide-and-seek. In a recent investigation, tech privacy sleuths discovered that dozens of data brokers are intentionally making it nearly impossible for consumers to find and delete their personal information.

The Privacy Ninja Move

California law requires these data brokers to provide clear ways for consumers to request data deletion. But here’s the kicker: many companies are using sneaky tech tricks to hide their deletion instructions from search engines. By using special code, they’re essentially creating digital labyrinths that make finding these pages harder than decoding a secret government document.

Wait, What Are They Hiding?

Out of 499 registered data brokers, 35 were caught using search engine blocking techniques. Some companies tucked away tiny links at the bottom of their homepages, requiring users to scroll through endless pop-ups and legal jargon just to find a microscopic opt-out link. Talk about digital obstacle courses!

The Good News

After journalists started poking around, multiple companies quickly removed their sneaky search-blocking code. The California Privacy Protection Agency is now watching these digital shenanigans closely, with potential fines and enforcement actions on the horizon. A new law called the Delete Act is also coming, which will create a centralized platform for Californians to request data deletion from all registered brokers.

Bottom line: Your data is yours, and these companies need to stop playing games.