Don't Trust Data Erasure Services Until You Read This!

You sign up to have your data removed from the web, but the first step is letting the newbie know exactly who you are. There's more to data removal services than meets the eye.

5. You're giving them what you want to hide

Data removal services exist to address people-finding websites—sites like ClustrMaps or TruePeopleSearch that aggregate public information from sources like voter rolls, real estate records, and police reports. These records don't contain any deep information, like behavioral tracking or purchase history. They're surface-level: Name, address, phone number, age, and maybe relatives. But it's your personal data, and it's online, often without your consent.

Every people-searching site is legally required to provide an opt-out process. You can fill out a form, verify it's you, and they'll usually remove the listing. But with hundreds of these sites online, doing it yourself can be a pain. That's where data removal services like Incogni and OneRep come in.

To delete data, you must first confirm that it is your data. So you must provide the data deletion service with your full details, give them authorization, and they will request deletion on your behalf.

In theory, that sounds fine. But in practice, it means handing over the exact data you're trying to hide.

4. You are giving them a verified profile

Here's the core paradox: To delete your data, you have to provide more data. To prove it's really yours, data deletion services must provide your full legal name, phone number, address, and possibly your ID. Data deletion services package up the data and send it to dozens of websites that look for people to request deletion.

While the deletion service may delete your profile, there's no reliable way to confirm that your data is actually gone from all of their databases. Even if those sites delete your profile, who's to say they're deleting it? There's no one to verify. Worse yet, your submission may actually help them verify that their listing is accurate. You're just doing the work for them.

3. These services can't delete everything

The effectiveness varies widely. Some services are more successful at removing listings than others, but none are 100% effective. A study from ABCD compared major data removal services to a manual method where users request removals individually. Manual removal was more effective (and free).

The reality is that data deletion services do not guarantee complete deletion. Results will vary depending on the number of websites containing your data, the specifics of your profile, and the thoroughness of the service you choose.

Even if the target site deletes your profile, there's no guarantee they won't re-crawl it. That's why all data deletion services run on a subscription model - they promise to regularly check the sites and delete the re-crawled profile.

2. Database is a gold mine

If you're building a valuable database of verified identities, you can't do much better than a data deletion service. Ironically, the databases held by data deletion services are some of the most accurate and sensitive databases available.

Unlike social media platforms where people use fake names or temporary accounts, users must provide accurate information to data deletion services. You want the data gone, so you have to tell the truth.

These services claim that they will never sell user data. But companies say a lot of things. They could be acquired, change their business models, or suffer a data breach. If a breach occurs, the consequences could be devastating. These databases are specifically targeted at privacy-conscious people, who are most vulnerable to a breach, and now the information is all over the internet .

If something goes wrong, don't expect a refund or compensation. Here's a gem from the Limitation of Liability section of the data deletion service's Terms of Service, written in capital letters to make sure you don't miss it:

"IN NO EVENT WILL WE, OUR AFFILIATES, OFFICERS, DIRECTORS, EMPLOYEES OR AGENTS BE LIABLE TO YOU FOR ANY DAMAGES, INCLUDING, WITHOUT LIMITATION, INDIRECT, INCIDENTAL, SPECIAL, PUNITIVE OR CONSEQUENTIAL DAMAGES ARISING OUT OF OR IN CONNECTION WITH YOUR USE OF THE SITE AND/OR THE SERVICES, WHETHER OR NOT SUCH DAMAGES HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. FORESEEABLE DAMAGES AND WHETHER OR NOT WE HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

THE FOREGOING LIMITATION OF LIABILITY SHALL APPLY TO THE FULLEST EXTENT PERMITTED BY APPLICABLE LAW".

This clause basically says that if their service leaks your data, damages you, or causes you problems, you cannot hold them legally responsible.

1. Some services "both play football and blow the whistle"

There is a troubling overlap in this industry. Consumer Reports research revealed that some sites are looking for people to advertise specific data deletion services directly on their opt-out pages. Why would a site whose business model relies on having comprehensive data encourage users to delete their data?

Security journalist Brian Krebs discovered that the CEO of OneRep, a popular data deletion service, is also the founder of dozens of people-hunting websites. It's like someone injuring you and then selling you a Band-Aid. One hand takes your data, the other charges you to delete it.

OneRep was caught in this dual role, and it's likely that many other services are using similar scams. They haven't been caught yet because they use more discreet corporate structures to cover their tracks.

Data deletion services promise privacy, but start by asking you to trust them with your information and money. They can be helpful, yes, but only to a limited extent, and only if you're comfortable trading one risk for another. Manually opting out may be more cumbersome, but it will provide better privacy and peace of mind without handing over your sensitive information to create another database.

David Pac

Update 17 June 2025