DuckDuckGo Is Taking Its Privacy Fight to Data Brokers

For more than a decade, DuckDuckGo has rallied against Google’s extensive online tracking. Now the privacy-focused web search and browser company has another target in its sights: the sprawling, messy web of data brokers that collect and sell your data every single day.

Today, DuckDuckGo is launching a new browser-based tool that automatically scans data broker websites for your name and address and requests that they be removed. Gabriel Weinberg, the company’s founder and CEO, says the personal-information-removal product is the first of its kind where users don’t have to submit any of their details to the tool’s owners. The service will make the requests for information to be removed and then continually check if new records have been added, Weinberg says. “We’ve been doing it to automate it completely end-to-end, so you don't have to do anything.

The personal-information removal is part of DuckDuckGo’s first subscription service, called Privacy Pro, and is bundled with the firm’s first VPN and an identity-theft-restoration service. Weinberg says the subscription offering, which is initially available only in the US for $9.99 per month or $99.99 per year, is part of an effort to add to the privacy-focused tools it provides within its web browser and search engine. “There’s only so much we can do in that browsing loop, there's things happening outside of that, and a big one is data brokers, selling information scraped from different places,” Weinberg says.

The data broker industry is a far-reaching, $200-plus billion market, which collects, buys, and sells as much information as it can. A lack of comprehensive privacy laws in the US allows companies to easily trade everything from people’s names and addresses to financial data and specific GPS coordinates gathered from your phone. (The recently proposed American Privacy Rights Act, if passed, would create a new registry of data brokers and give people some European-style privacy rights).

DuckDuckGo’s personal-information-removal tool—for now, at least—is taking the privacy fight to people-search websites, which allow you to look up names, addresses, and some details of family members. However, Weinberg says