California’s Delete Act: What International Businesses and Google Analytics Users Need to Know.

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California recently passed a new law called the Delete Act on October 10, if you’re excited to read it and I am sure you are you can do so here. This law lets people in California ask data brokers to delete their personal information. Here we break down what the law means for US companies, ones outside (EU, Europe, UK, Worldwide) and how it could affect Google Analytics.

Should I be Worried Right Now and Run Outside Now Screaming Pulling My Hair Out?

Probably, not. Although it was signed into law on October 10th, 2023, the DELETE Act requires the CPPA (California Privacy Protection Agency) to establish a system that allows a consumer to request their data be deleted by January 1st, 2026. Unless you’re reading this on December 31st, 2025, in which case, happy new year to you and good luck! 😉 But jokes aside you need to be fully ready probably by July 1st 2026. Also there isn’t even any information on the system and how it will work so just keep an eye out for updates on that in the coming years.

What’s the Delete Act All About?

  • Californians can now tell data brokers to delete their personal data.
  • The California Privacy Protection Agency will make sure data brokers follow this law.
  • Even though Californians could ask for their data to be deleted before, the new law makes it easier, especially for requests with data brokers.

How Does the Delete Act Work?

  • There’s a central list (they call it the mechanism) where all deletion requests are kept.
  • Data brokers have to check this list often (at least once every 45 days from August 1st 2026) and remove the requested data (within 45 days).
  • They also need to show that they’re following the law and checking the list regularly.

What Makes the Delete Act Different?

  • One request can be used for all data brokers, much like a do-not-call list.
  • Data brokers have to keep checking and removing any new data about someone who’s made a request.

Who Should Care About This?

  • People in California benefit the most.
  • Businesses that buy and sell consumer information without directly connecting with those consumers (called data brokers) are mainly affected.
  • The law could also change things for advertisers and businesses buying data from these brokers.

What About International Businesses?

  • Any company worldwide that works with data from Californians needs to follow this law. This includes online stores selling to people in California or online services they might use.

Are There Any Exceptions or Penalties?

  • Some sectors, like health care, don’t have to follow this law.
  • If data brokers don’t delete data as asked, they can be fined $200 for every day they don’t act.

How Does This Affect the Bigger Picture?

  • Industries like advertising that rely on data might have to change how they work.
  • They’ll need to keep checking their data and delete it when asked.

How Does Google Analytics Fit In?

The Delete Act might change how tools like Google Analytics work:

  • Checking Data: Tools will be checked to make sure they don’t accidentally store or share personal data.
  • Data Privacy: There will be a bigger focus on making data anonymous in Google Analytics.
  • User Requests: Websites might ask Google to help with deleting data.
  • Demographic Data: Reports about user demographics could change.
  • Storing Data: How long data is kept might change.
  • Sharing Data: How data is shared with Google might be reviewed.
  • Using Other Tools: How Google Analytics works with other tools might be checked again.
  • Educating Users: Google may offer more information to users about data privacy.


The Delete Act? Think of it as the new “avocados” of data privacy. Data brokers are feeling the green envy, and even Google Analytics might be swapping its cookies for healthier options. But don’t drop your digital sandwich just yet! The real diet starts on January 1st, 2026. Although probably avocados won’t be popular anymore by then. Just kidding of course they will.

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1 comment

  1. Dave
    27 . Oct . 2023

    This feels like it’s headed the same way as the initial cookie law fiasco. ?


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