Starting Aug. 1, registered California data brokers must honor requests submitted through the state's Delete Request Opt-out Platform, known as DROP. The online tool lets California residents ask brokers to stop selling their personal information without contacting hundreds of companies individually. Since Jan. 1, about 350,000 Californians have signed up.

Tom Kemp, Executive Director of Cal-Privacy, said consumers are often unaware their data is collected and sold. "We oftentimes are the product," Kemp said. Instead of contacting roughly 600 registered data brokers one by one, Californians can submit a single request through the DROP website. Beginning Aug. 1, registered data brokers have 45 days to process requests.

Companies that fail to comply can face fines of $200 per day for each affected Californian. Cal Privacy has already fined 12 data brokers tens of thousands of dollars each for failing to register. The agency said only California residents are eligible to use DROP, and the tool will not erase all personal information online.