California Privacy Regulator Fines Datamasters for Selling Sensitive Consumer Data Without Registration

The California Privacy Protection Agency (CalPrivacy) has taken enforcement action against Datamasters, a marketing firm operated by Rickenbacher Data LLC, for unlawfully selling sensitive personal and health-related data without registering as a data broker. The Texas-based company was found to have bought and resold information belonging to millions of individuals, including Californians, in violation of the California Delete Act. 

Under the Delete Act, companies engaged in buying or selling consumer data are required to register annually as data brokers by January 31. Beginning in 2026, the law will also enable consumers to use a centralized online tool known as the Delete Request and Opt-out Platform (DROP), which allows individuals to request the deletion of their personal information from all registered data brokers at once. 

CalPrivacy imposed a $45,000 fine on Datamasters for failing to register within the required timeframe. Due to the seriousness and continued nature of the violations, the agency also prohibited the company from selling personal information related to Californians. According to the regulator’s final order, Datamasters continued operating as an unregistered data broker despite repeated efforts by the agency to bring it into compliance. 

The investigation found that Datamasters purchased and resold data linked to people with specific medical conditions, including Alzheimer’s disease, drug addiction,

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