Data brokers accused of hiding opt-out pages from Google

If you have ever tried to opt out of a data broker site, you know the drill. You search. You scroll. You click through layers of legal jargon. Then you wonder if they even want you to find the exit door. Now we know the answer.

After pressure from Sen. Maggie Hassan, four companies have now removed that code.

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The companies named in the report include:

These firms collect and sell personal information for marketing, analytics or identity verification. That data can include browsing behavior, device details, location history and in some cases highly sensitive identifiers.

An earlier investigation by The Markup and CalMatters found that dozens of brokers used "no index" code to hide opt-out instructions from Google search results. Some removed the code after reporters reached out. However, Sen. Hassan's office later found that the four companies above still had opt-out pages blocked from search engines. They have since removed the code.

We reached out to all five companies for comment. A spokesperson for 6sense provided the following statement:

"6sense takes privacy transparency seriously and has always fully indexed our Privacy Center, where individuals may exercise their opt-out rights in compliance with applicable laws. For a period of time, we included a "no index" directive on the Privacy Policy page to reduce spam volume to privacy request email aliases and protect the integrity of request handling systems. Once the issue was raised by the Committee, that code was immediately removed. Our Privacy Center opt-out page has remained indexed, and our Privacy Policy has always been accessible and prominently visible on our web properties, as well as directly linked in our publicly available data broker registrations. We regularly review our security and privacy practices to meet evolving regulatory requirements, and our commitment has been independently validated annually through ISO/IEC 27001:2022, ISO/IEC 42001:2023, and SOC 2, Type II certifications."

Sen. Maggie Hassan's investigation is part of her broader effort to combat scams, which now account for nearly half a trillion dollars in losses annually and have grown into one of the world's largest illicit industries. She has also opened inquiries into the roles that satellite internet providers, online dating platforms, AI companies and federal agencies play in preventing fraud.

Here is the uncomfortable truth: Your personal data likely sits in dozens, maybe hundreds of databases you have never heard of. You did not sign up. You did not click agree. But your information still travels through a vast marketplace. Even when opt-out forms exist, finding and completing them can feel like a part-time job. And since the U.S. still lacks a comprehensive federal privacy law like Europe's GDPR, rules vary by state. So, yes, the opt-out pages are now easier to find for these companies. But the bigger system remains largely intact.

You cannot erase yourself from the internet overnight. However, you can reduce your exposure.

Type your full name and city into Google. Look for data broker listings. Many include an opt-out link buried in the privacy policy.

California residents can use a free state-run tool called DROP at privacy.ca.gov/drop/ to request deletion from more than 500 registered brokers. Other states are rolling out similar systems.

Visit the privacy or "Do not sell my information" page on broker sites. Follow instructions carefully, and keep confirmation emails.

The data broker industry is legal. It operates in plain sight. Yet, most people have no idea how many companies trade in their information. Until Congress passes a national privacy law, oversight will remain patchwork. That leaves you to chase down your own records one company at a time. Transparency should not require a Senate investigation.

This story is about more than hidden code. It is about control. When companies quietly block search engines from indexing opt-out pages, they tilt the playing field. After public scrutiny, those pages are easier to find. That is a step forward. Still, your data continues to move through an ecosystem designed to profit from it. So the real question is not whether opt-out pages appear on Google.

How much of your personal life are you comfortable leaving in the hands of companies you have never heard of? Let us know by writing to us at Cyberguy.com.

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