I met a friend for coffee a few months ago. They mentioned some of my earlier posts about online safety, then said something which has stuck with me like a poppyseed lodged in my gums:

I don’t worry about my data. I just assume the bad guys have all my information already, and don’t spend any time thinking about it.

I remember being stunned that a person I respect so much would be so cavalier about the unique details of their life. In fact I was so stunned, I didn’t respond at all for a moment, then I awkwardly changed the subject.

Instead, I should have told them what I’m telling you today: Don’t be a Data Clown.

Anyone who doesn’t take a few simple steps to lock down their personal data or their online accounts is a Data Clown. Instead of protecting themselves, they make it easy for Big Tech, and data brokers to buy and sell personal data for their own nefarious purposes.

We got a chilling reminder last week of just how pervasive this is when the Consumer Financial Protection Bureau withdrew new rules which would have made it harder for data brokers to collect our information without consent. Those brokers then sell the data they collect to advertisers and other parties who use it to target us with retail offers, or worse.

The rule had been in the works for years, according to the Electronic Privacy Information Center. But on May 13, the CFPB announced in the Federal Register the proposed new rules were not “…necessary or appropriate at this time….”

Ridiculous.

Don’t Stew. Act.

There is so much in our lives we don’t control. So much is beyond us, in fact, that frequently the one thing we can control is how we react to current events, to news headlines, and to this rule which would have made it harder for data brokers to make money on our backs.

Instead of stewing about this, let’s not clown around. Let’s take action to opt out of data brokers. In a few minutes, we can remove ourselves and our data from the systems of some of the organizations which will benefit from the rule not taking effect: Acxiom, LexisNexis, and Epsilon.

Acxiom

According to its website, Acxiom “puts data to work, solving complex challenges for the world’s leading brands and agencies.” That means it holds the records of approximately 260 million people and 190 million households that can be used by marketers and anyone else who wishes to sell us stuff.

To opt out, visit the Acxiom opt-out page and follow the directions. The entire process took me three minutes and that included generating a unique email address with Hide My Email to receive the confirmation email.

You’re done when you see a webpage which looks like this:

LexisNexis

“One of the largest data warehouses of public and non-public records information,” LexisNexis holds over 91 billion records gleaned from 10,000 diverse sources. Those records are used by many different public and private organizations who need, as they put it, “deep investigations.”

To have your information removed from LexisNexis so it can no longer sell your personal information, Social Security number, etc., go to LexisNexis opt out page and follow the prompts. I checked “I do not want my information shared” when asked for an opt out reason.

The process took me less than 90 seconds including creating the unique email address. The confirmation screen looks like this:

LexisNexis may take up to 30 days to suppress your information.

Epsilon

Another large data broker, Epsilon holds data on 250 million people with more than 7,000 attributes associated with each and every person in its records. It gathers that information from public records, surveys, and partner companies, then sells it to whoever wants to “…create precise campaigns that deliver results….”

Epsilon’s opt out page is at this link. You’ll need to select your country, then choose a request type. I made two requests:

• Do not sell my personal information
• Do not share my Personal Information/Opt-out of Cross-Context Behavioral or Targeted Advertising

Both requests, plus creating the unique email address, took me 90 seconds.

Epsilon, like Acxiom, has 45 days to respond to the request.

Don’t Be A Bozo

In less time than it takes to hard boil an egg, I removed my information from the systems of three of the largest data brokers in America. Please join me and do likewise.

The forms are simple to follow, and the entire process was as easy as ordering anything online. In fact, maybe I’ll buy a red clown nose now for my privacy agnostic friend.

But seriously, if you remember only one thing from this post it’s that it is never too late to protect your data. It’s also about taking back a little control in a world that seems to be constantly smacking us in the face with a whipped cream pie.