Consumer protection from Big Data moves to the forefront in California. Privacy protections receive equal billing under California’s new data-broker deletion law. For the first time in the U.S., residents can require hundreds of brokers to delete personal data and keep it deleted, shifting the burden from individuals to the industry. We cover the limits, the daily fines that give the policy teeth, and why recurring deletion is essential in a constantly refreshed data market. It’s an absolute path to regaining control without spending hours on cryptic opt-outs.