California could make it easier to scrub your personal data from the web. Businesses are pushing back

John Gilmore knows how tough it is for people to scrub their personal data from the internet, even in California, where consumers have privacy rights.

“It’s a very labor-intensive process,” said Gilmore, who heads research at DeleteMe, a company that people can pay to remove their information from websites. “There’s no way for the average person to understand whether the efforts they’re making help or not.”

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