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Chances are, you have more personal information posted online than you think.
In 2024, the U.S. Federal Trade Commission (FTC) reported that 1.1 million identity theft complaints were filed, where $12.5 billion was lost to identity theft and fraud overall—a 25% increase over the year prior.
What fuels all this theft and fraud? Easy access to personal information.
Here’s one way you can reduce your chances of identity theft: remove your personal information from the internet.
Scammers and thieves can get a hold of your personal information in several ways, such as information leaked in data breaches, phishing attacks that lure you into handing it over, malware that steals it from your devices, or by purchasing your information on dark web marketplaces, just to name a few.
However, scammers and thieves have other resources and connections to help them commit theft and fraud—data broker sites, places where personal information is posted online for practically anyone to see. This makes removing your info from these sites so important, from both an identity and privacy standpoint.
Data broker sites are massive repositories of personal information that also buy information from other data brokers. As a result, some data brokers have thousands of pieces of data on billions of individuals worldwide.
What kind of data could they have on you? A broker may know how much you paid for your home, your education level, where you’ve lived over the years, who you’ve lived with, your driving record, and possibly your political leanings. A broker could even know your favorite flavor of ice cream and your preferred over-the-counter allergy medicine thanks to information from loyalty cards. They may also have health-related information from fitness apps. The amount of personal information can run that broadly, and that deeply.
With information at this level of detail, it’s no wonder that data brokers rake in an estimated $200 billion worldwide every year.
Your personal information reaches the internet through six main methods, most of which are initiated by activities you perform every day. Understanding these channels can help you make more informed choices about your digital footprint.
When you buy a home, register to vote, get married, or start a business, government agencies create public records that contain your personal details. These records, once stored in filing cabinets, are now digitized, accessible online, and searchable by anyone with an internet connection.
Every photo you post, location you tag, and profile detail you share contributes to your digital presence. Even with privacy settings enabled, social media platforms collect extensive data about your behavior, relationships, and preferences. You may not realize it, but every time you share details with your network, you are training algorithms that analyze and categorize your information.
You create accounts with retailers, healthcare providers, employers, and service companies, trusting them to protect your information. However, when hackers breach these systems, your personal information often ends up for sale on dark web marketplaces, where data brokers can purchase it. The Identity Theft Research Center Annual Data Breach Report revealed that 2024 saw the second-highest number of data compromises in the U.S. since the organization began recording incidents in 2005.
When you browse, shop, or use apps, your online behavior is recorded by tracking pixels, cookies, and software development kits. The data collected—such as your location, device usage, and interests—is packaged and sold to data brokers who combine it with other sources to build a profile of you.
Grocery store cards, coffee shop apps, and airline miles programs offer discounts in exchange for detailed purchasing information. Every transaction gets recorded, analyzed, and often shared with third-party data brokers, who then create detailed lifestyle profiles that are sold to marketing companies.
Data brokers act as the hubs that collect information from the various sources to create comprehensive profiles that may include over 5,000 data points per person. Seemingly separate pieces of information become a detailed digital dossier that reveals intimate details about your life, relationships, health, and financial situation.
Legally, your aggregated information from data brokers is used by advertisers to create targeted ad campaigns. In addition, law enforcement, journalists, and employers may use data brokers because the time-consuming pre-work of assembling your data has largely been done.
Currently, the U.S. has no federal laws that regulate data brokers or require them to remove personal information if requested. Only a few states, such as Nevada, Vermont, and California, have legislation that protects consumers. In the European Union, the General Data Protection Regulation (GDPR) has stricter rules about what information can be collected and what can be done with it.
On the darker side, scammers and thieves use personal information for identity theft and fraud. With enough information, they can create a high-fidelity profile of their victims to open new accounts in their name. For this reason, cleaning up your personal information online makes a great deal of sense.
Understanding which data types pose the greatest threat can help you prioritize your removal efforts. Here are the high-risk personal details you should target first, ranked by their potential for harm.
When prioritizing your personal information removal efforts, focus on combinations of data rather than individual pieces. For example, your name alone poses minimal risk, but your name combined with your address, phone number, and date of birth creates a comprehensive profile that criminals can exploit. Tools such as McAfee Personal Data Cleanup can help you identify and remove these high-risk combinations from data broker sites systematically.
This process takes time and persistence, but services such as McAfee Personal Data Cleanup can continuously monitor for new exposures and manage opt-out requests on your behalf. The key is to first understand the full scope of your online presence before beginning the removal process.
Let’s review some ways you can remove your personal information from data brokers and other sources on the internet.
Once you have found the sites that have your information, the next step is to request to have it removed. You can do this yourself or employ services such as McAfee’s Personal Data Cleanup, which can help manage the removal for you depending on your subscription. It also monitors those sites, so if your info gets posted again, you can request its removal again.
You can request to remove your name from Google search to limit your information from turning up in searches. You can also turn on “Auto Delete” in your privacy settings to ensure your data is deleted regularly. Occasionally deleting your cookies or browsing in incognito mode prevents websites from tracking you. If Google denies your initial request, you can appeal using the same tool, providing more context, documentation, or legal grounds for removal. Google’s troubleshooter tool may explain why your request was denied—either legitimate public interest or newsworthiness—and how to improve your appeal.
It’s important to know that the original content remains on the source website. You’ll still need to contact website owners directly to have your actual content removed. Additionally, the information may still appear in other search engines.
If you have old, inactive accounts that have gone by the wayside such as Myspace or Tumblr, you may want to deactivate or delete them entirely. For social media platforms that you use regularly, such as Facebook and Instagram, consider adjusting your privacy settings to keep your personal information to the bare minimum.
If you’ve ever published articles, written blogs, or created any content online, it is a good time to consider taking them down if they no longer serve a purpose. If you were mentioned or tagged by other people, it is worth requesting them to take down posts with sensitive information.
Another way to tidy up your digital footprint is to delete phone apps you no longer use as hackers are able to track personal information on these and sell it. As a rule, share as little information with apps as possible using your phone’s settings.
After sending your removal request, give the search engine or source website 7 to 10 business days to respond initially, then follow up weekly if needed. If a website owner doesn’t respond within 30 days or refuses your request, you have several escalation options:
For comprehensive guidance on website takedown procedures and your legal rights, visit the FTC’s privacy and security guidance for the most current information on consumer data protection. Direct website contact can be time-consuming, but it’s often effective for removing information from smaller sites that don’t appear on major data broker opt-out lists. Stay persistent, document everything, and remember that you have legal rights to protect your privacy online.
After you’ve cleaned up your data from websites and social platforms, your web browsers may still save personal information such as your browsing history, cookies, autofill data, saved passwords, and even payment methods. Clearing this information and adjusting your privacy settings helps prevent tracking, reduces targeted ads, and limits how much personal data websites can collect about you.
When your home address is publicly available, it can expose you to risks like identity theft, stalking, or targeted scams. Taking steps to remove or mask your address across data broker sites, public records, and even old social media profiles helps protect your privacy, reduce unwanted contact, and keep your personal life more secure.
The cost to remove your personal information from the internet varies, depending on whether you do it yourself or use a professional service. Read the guide below to help you make an informed decision:
Removing your information on your own primarily requires time investment. Expect to spend 20 to 40 hours looking for your information online and submitting removal requests. In terms of financial costs, most data brokers may not charge for opting out, but other expenses could include certified mail fees for formal removal requests—about $3-$8 per letter—and possibly notarization fees for legal documents. In total, this effort can be substantial when dealing with dozens of sites.
Depending on which paid removal and monitoring service you employ, basic plans typically range from $8 to $25 monthly while annual plans, which often provide better value, range from $100 to $600. Premium services that monitor hundreds of data broker sites and provide ongoing removal can cost $1,200-$2,400 annually.
The difference in pricing is driven by several factors. This includes the number of data broker sites to be monitored, which could cover more than 200 sites, and the scope of removal requests which may include basic personal information or comprehensive family protection. The monitoring frequency and additional features such as dark web monitoring, credit protection, and identity restoration support and insurance coverage typically command higher prices.
The upfront cost may seem significant, but continuous monitoring provides essential value. A McAfee survey revealed that 95% of consumers’ personal information ends up on data broker sites without their consent. It is possible that after the successful removal of your information, it may reappear on data broker sites without ongoing monitoring. This makes continuous protection far more cost-effective than repeated one-time cleanups.
Services such as McAfee Personal Data Cleanup can prove invaluable, as it handles the initial removal process, as well as ongoing monitoring to catch when your information resurfaces, saving you time and effort while offering long-term privacy protection.
Aside from the services above, comprehensive protection software can help safeguard your privacy and minimize your exposure to cybercrime with these offerings such as:
So while it may seem like all this rampant collecting and selling of personal information is out of your hands, there’s plenty you can do to take control. With the steps outlined above and strong online protection software at your back, you can keep your personal information more private and secure.
Unlike legitimate data broker sites, the dark web operates outside legal boundaries where takedown requests don’t apply. Rather than trying to remove information that’s already circulating, you can take immediate steps to reduce the potential harm and focus on preventing future exposure. A more effective approach is to treat data breaches as ongoing security issues rather than one-time events.
Both the FTC and Cybersecurity and Infrastructure Security Agency have released guidelines on proactive controls and continuous monitoring. Here are key steps of those recommendations:
As you go about removing your information for the internet, it is important to set realistic expectations. Several factors may limit how completely you can remove personal data from internet sources:
While some states like California have stronger consumer privacy rights, most data removal still depends on voluntary compliance from companies.
Removing your personal information from the internet takes effort, but it’s one of the most effective ways to protect yourself from identity theft and privacy violations. The steps outlined above provide you with a clear roadmap to systematically reduce your online exposure, from opting out of data brokers to tightening your social media privacy settings.
This isn’t a one-time task but an ongoing process that requires regular attention, as new data appears online constantly. Rather than attempting to complete digital erasure, focus on reducing your exposure to the most harmful uses of your personal information. Services like McAfee Personal Data Cleanup can help automate the most time-consuming parts of this process, monitoring high-risk data broker sites and managing removal requests for you.
The post How to Remove Your Personal Information From the Internet appeared first on McAfee Blog.
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