Recent estimates approximate that there are 16.4 billion Google searches per day globally. A huge portion of those searches is for people’s names. Of those names, many are likely public figures, like Lionel Messi, Sabrina Carpenter, or any number of politicians doing something nefarious. But a great many of the name searches are ostensibly for normies. Maybe even you. Definitely me, based on the deluge of spam calls I get.
DeleteMe was founded in 2010 and claims to be one of the oldest companies in data removal. Services like DeleteMe and its competitor Incogni work by contacting data brokers on your behalf and getting them to remove your personal information, including your current and past mailing addresses, your phone numbers, and your email address. Theoretically, this process removes you from annoying marketing lists and makes it harder for randos to find you. I’ve used DeleteMe since January, and while it’s not a silver bullet for ensuring the complete absence of unwanted communication from strangers and scammers, it seems to have helped with the number of unsolicited marketing calls I get. It also helped clean up personal info from my Google results, so you’re more likely to read an old article I wrote than see where I live.
DeleteMe via Martin Cizmar
I have also used Incogni, where I managed an account for my elderly mother. She got similar results, which is to be expected, says DeleteMe executive Jason Dalrymple. Services like DeleteMe and others “all basically do the same thing,” he says. “We’re bound by the same laws and constraints in compliance. It’s a cat-and-mouse game.”
That’s because the degree to which data brokers need to cooperate with the requests of deletion companies is legally murky, given that there’s no comprehensive federal law in the US that regulates the way private companies can use personal data. Rather, most regulations are at the state level, where protections are varied. Some states, like California, have more protections, while many states have none (I live in Missouri, where I feel lucky to have running water). Regardless of where you live, data brokers aren’t necessarily just going to delete your information upon request. They may request further verification of your identity before complying and confirming the request was granted, they may deny the request, and they may ignore the request completely—all actions that require follow-up correspondence with the deletion service.
With DeleteMe and Incogni, you can track progress via a dashboard that provides an at-a-glance update on how many removal requests have been made and fulfilled. A few more clicks will show you specifics on each broker, though most of these will be unfamiliar to typical users. The main difference I noticed between DeleteMe and Incogni is that the former’s dashboard doesn’t update as often as the latter’s and also doesn’t show as many brokers being contacted.
I prefer the Incogni dashboard because it’s satisfying and reassuring to log in every few days and see that the company is crawling the web and busting brokers, each of which it rates based on their speed and general compliance. There are constant status updates for thousands of websites. DeleteMe, on the other hand, creates a report every few months showing progress on a smaller number of sites. Dalrymple argues that his company’s surgical approach is a feature, not a bug.
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