California Privacy Protection Agency Rebrands to CalPrivacy, Launches New Consumer Privacy Tools

SACRAMENTO, California – The California Privacy Protection Agency (CPPA) officially announced its new public-facing name, CalPrivacy, on November 5, 2025, signaling a strategic shift towards a more consumer-friendly identity. While the formal legal designation remains the California Privacy Protection Agency, the rebranding aims to simplify communication and enhance accessibility for Californians seeking to understand and exercise their privacy rights. This initiative coincides with the launch of new online resources designed to empower individuals in managing their personal data.

The transition from the acronym "CPPA" to "CalPrivacy" underscores the agency’s commitment to operationalizing privacy rights and delivering clear, actionable guidance to the public. As Mike Swift noted in a recent social media post, "Don't call the @CalPrivacy the CPPA anymore (the full formal name is California Privacy Protection Agency) but the new new public-facing name of CalPrivacy." This change reflects an effort to make privacy protections more intuitive for everyday users.

In conjunction with the rebranding, CalPrivacy has introduced a comprehensive set of eight simple privacy tips on its revamped website, Privacy.ca.gov. These tips cover essential topics such as enabling opt-out preference signals, submitting privacy requests, limiting website and mobile device tracking, and monitoring for breaches and scams, providing practical steps for safeguarding personal information. The agency encourages consumers to utilize Privacy.ca.gov as a central hub for information on consumer data rights and business responsibilities.

Further enhancing its consumer-centric approach, CalPrivacy is set to launch the Delete Request and Opt-Out Platform (DROP) in January 2026. This pioneering system will allow Californians to request the deletion of their personal information from multiple registered data brokers through a single, streamlined submission, significantly simplifying the process of data removal. The DROP platform represents a major step forward in empowering individuals to control their digital footprint.

The California Privacy Protection Agency, now publicly known as CalPrivacy, was established in 2020 following the approval of Proposition 24 by California voters. The agency is tasked with the implementation and enforcement of the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), promoting public awareness, and providing guidance on complex matters related to online privacy and cybersecurity. This rebranding and the new initiatives reinforce its dedication to making privacy rights more accessible and understandable for all Californians.