Have you ever Googled yourself? If not, try doing it right now. You might be surprised to find websites that know exactly how old you are, where you live, your phone number, the names of your relatives, and even the value of your property.
How do they know all this? No, you weren't being followed by an undercover agent. It's much more mundane than that: you were "sold out" by data brokers.
Today we'll take a closer look at who these people are, why they're selling your personal information, and—most importantly—how to remove your data from their databases.
Who are data brokers, and where do they get your data?
Data brokers are companies that collect information about you from public and semi-legal sources, package it into convenient profiles, and sell it to anyone who wants it—from marketers to scammers to paranoid exes.
Where do they get their information?
- Social Media and the Internet: Your Geolocation Data, Likes, Posts, and Comments.
- Government registries and public databases: real estate data, court cases, and sole proprietorship registration.
- Loyalty programs: discount cards at supermarkets (“You bought beer and diapers on Thursday evening”).
- Browser History: Cookies and Trackers on the Websites You Visit.
To these companies, you're not a person—you're a product. And that product brings in billions of dollars.
Why would you want to delete your data?
Deleting information from brokers' databases isn't paranoia—it's a matter of digital hygiene and security. Here are the main threats:
- Spam and Scams: You’ll be less likely to receive calls from “bank security teams” offering “miracle investments.”
- Co-branding and phishing: Scammers use specific information about you to make their attacks seem convincing (for example, by knowing your name and the bank you use).
- The safety of your loved ones: It's harder for stalkers or ill-wishers to find out your real address.
- Denial of Service: Some insurance companies or employers purchase data from brokers, which may influence their decision regarding you.
Step-by-Step Guide: How to Clear Your Digital Footprint
You can't remove yourself from everywhere with a single click (unless you use special paid services). But doing it yourself is entirely possible. Here's a step-by-step guide.
Step 1. Audit: Find out where you’re “shining”
Start with search engines. Enter your full name, phone number, and email address in quotation marks (“Ivan Ivanov”). Check not only Google and Yandex, but also specialized aggregator sites (in the U.S., these include Whitepages and Spokeo; in Russia, databases like nomer.org, nnm.today, and various Telegram bots that “look up” information).
Make a list of the websites where you found information about yourself.
Step 2. Opt-Out Request
Most major brokers have a page for opting out of data sharing (look for links in the website footer labeled “Do Not Sell My Info,” “Opt-Out,” or “Removal”).
- How it works: You fill out the form, verify your identity (usually via email), and request that your data be deleted.
- Timeframes: Under the laws of some countries (such as the GDPR in Europe or the CCPA in California), companies are required to do so within 30–45 days. In other regions, the process may take longer.
Step 3. Use search engines
If a website has removed information but it is still visible in Google's or Yandex's cache:
- Use tools to remove outdated information from search results (for example, Google Remove Outdated Content).
Step 4. Use automated services (optional)
If you don't feel like manually submitting requests to questionable websites, there are services that automatically delete your information (such as DeleteMe, Incogni, and Kanary).
- Pros: They do all the dirty work for you and regularly check to see if your data has reappeared.
- Cons: These are paid subscriptions (typically starting at $100 per year). Most of them are tailored to the U.S. market, but there are similar options available for other regions as well.
How can we minimize leaks in the future?
Deleting data is only half the battle. The key is to prevent it from reappearing. Here are a few simple rules:
- Share less personal information: Do not include your actual date of birth, phone number, or address on public social media profiles.
- Clean up your old accounts: Delete profiles on forums, dating sites, and online stores that you no longer use.
- Use "throwaway" information: Set up a separate email address for online stores, discount cards, and sign-ups on questionable websites. Don't give out your main phone number just anywhere.
- Enable protection: Use browser extensions to block trackers (such as uBlock Origin and Privacy Badger) and a VPN.
It’s unlikely that you’ll be able to completely erase your online presence in the 21st century, but reducing your visibility by 90% is entirely possible. It takes time and patience, but your peace of mind and safety are well worth it.
Have you searched for yourself on search engines lately? Share your most unexpected findings in the comments (without posting any personal information, of course)!
