Data brokers accused of hiding Google opt-out pages

If you’ve ever tried to unsubscribe from a data broker site, you already know the drill. You search. You move. 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.

A US Senate investigation found that several major data brokers placed codes on their opt-out pages that prevented search engines from indexing them. In practical terms, that meant you couldn’t easily find the page where you asked them to stop selling your data.

After pressure from Senator Maggie Hassan, four companies have eliminated that code.

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Which data brokers hid their opt-out pages?

Companies named in the report include:

• comscore
• IQVIADigital
• telesign
• 6 senses perspectives

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

A previous 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 being contacted by journalists. However, Senator Hassan’s office later discovered that the four companies mentioned still had opt-out pages blocked on search engines. They have since removed the code.

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According to the report, another company, Findem, has not removed the no-index code from its “Do not sell or share my personal information” page. The company later said that an email from the senator’s office did not reach its CEO due to spam filtering and that its privacy channels are actively monitored. The Committee’s report noted that this lack of action raises serious concerns about the responsiveness to privacy requests and whether opt-out rights are actually being made accessible.

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

“6sense takes privacy transparency seriously and has always fully indexed our Privacy Center, where individuals can exercise their opt-out rights in accordance with applicable laws. Over a period of time, we included a “do not index” policy on the Privacy Policy page to reduce the volume of spam in 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 Privacy has remained indexed, and our Privacy Policy has always been accessible and visible on our web properties, as well as linked directly in our publicly available data broker records. 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.”

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Why Dark Data Broker Opt-Out Pages Are Important to Your Privacy

Opt-out pages are not a courtesy. In many states, they are required by law. When companies hide those pages from search engines, they make it harder for you to take control of your own information. And that matters. The more complicated the process seems, the more likely people are to give up halfway through. Meanwhile, data breaches by intermediaries have been costly and disruptive. The committee’s estimates estimate that identity theft linked to four major intermediary data breaches costs American consumers more than $20 billion. That’s no minor privacy lapse. That’s real money, real consequences, and real stress for families trying to clean up the mess.

Why scammers care about your data

When detailed personal information falls into the wrong hands, it leads to scams that seem alarmingly real. Criminal networks can use data such as Social Security numbers, home addresses, and phone numbers to create highly personalized emails, text messages, and phone calls. The more precise the details, the more convincing the scam will be. That’s one reason broker data breaches aren’t just a privacy issue. They are a consumer protection issue.

Senator 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 become one of the largest illicit industries in the world. It has also opened investigations into the role satellite internet providers, online dating platforms, artificial intelligence companies and federal agencies play in fraud prevention.

What this means for your personal data and privacy

Here’s the inconvenient truth: your personal data probably resides in dozens, maybe hundreds of databases you’ve never heard of. You didn’t register. You didn’t click accept. But your information still travels across a vast market. Even when opt-out forms exist, finding and completing them can seem like a part-time job. And since the United States still lacks a comprehensive federal privacy law like Europe’s GDPR, the rules vary by state. So yes, opt-out pages are now easier for these companies to find. But the broader system remains largely intact.

How to Opt Out of Data Brokers and Protect Your Information

You can’t delete yourself from the Internet overnight. However, you can reduce your exposure.

1) Search your name regularly

Type your full name and city into Google. Search listings for data brokers. Many include an opt-out link hidden in the privacy policy.

2) Use state privacy tools if available

California residents can use a free state tool called DROP in privacy.ca.gov/drop/ to request the removal of more than 500 registered brokers. Other states are implementing similar systems.

3) Submit opt-out requests directly

Visit the privacy or “Do Not Sell My Information” page on broker sites. Follow the instructions carefully and save the confirmation emails.

4) Consider a data removal service

Data deletion services can automate opt-out requests among dozens of brokers. They are not perfect, but they save time. Check out my top picks for data removal services and get a free scan to find out if your personal information is already available on the web by visiting Cyberguy.com.

5) Block main accounts

Use strong, unique passwords stored in a password manager. Check out the best expert-reviewed password managers of 2026 at Cyberguy.com. Additionally, turn on two-factor authentication (2FA) for financial email and social accounts. That way, even if your data circulates, it will be harder for criminals to break in.

The biggest problem in the data broker industry

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

Kurt’s Key Takeaways

This story is about more than just a hidden code. It’s about control. When companies silently block search engines from indexing opt-out pages, they tilt the playing field. After public scrutiny, those pages are easier to find. That’s 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.

What part of your personal life are you comfortable leaving in the hands of companies you’ve never heard of? Let us know by writing to us at Cyberguy.com.

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