Data Deletion Most Common Request for Fourth Year

• Data deletion is the most common request for the fourth consecutive year - jumping 82% across businesses during 2024.
• “Do Not Sell” requests are gaining significant traction, with an increase of 37% over 2023. This increase is worth noting as organizations face heightened scrutiny from bodies like the California Privacy Protection Agency (CPPA), which has focused litigation on ensuring companies honor these opt-out requests.
• Access requests declined, with a 45% drop between 2023 and 2024.

2024 DSRs by Type

What’s driving the rise in data deletion requests?

While DSRs increased nearly across the board, data deletion requests continue to climb due to multiple factors. Fueled in part by the growing number of state privacy laws, consumers appear to be foregoing data access and jumping straight to full deletion. The California Delete Act and the growing number of mass deletion vendors are key factors. Data breaches and the political climate are contributing to consumer unease over access to their data, as well as concern over AI’s unfettered access to personal data is also a growing concern as policy makers debate the future of AI regulations.

The rise in DNS requests indicates that consumers may be feeling empowered by regulatory bodies to enforce opt-out demands. Organizations that fail to implement robust and effective DNS mechanisms are increasingly exposed to substantial penalties and reputational damage. Examples: California fined Honda Motor Company $632,500 to settle alleged violations of the CCPA, and retailer Todd Snyder’s $345,000 fine for issues including malfunctioning opt-out mechanisms.

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