On May 14, 2025, the Consumer Financial Protection Bureau (CFPB) officially withdrew its proposed data broker rule, a move that has significant consequences for consumers’ data privacy. The decision means that data brokers can continue to operate with limited transparency and oversight—leaving millions of Americans vulnerable to data misuse, surveillance, and fraud.
In this post, we’ll break down what this withdrawal means for everyday consumers, outline the rising risks of data exposure, and explain how tools like Array’s Privacy Protect can empower individuals to take control of their personal information.
What was the CFPB’s Data Broker Rule?
The CFPB's proposed rule aimed to apply Fair Credit Reporting Act (FCRA) standards to certain data brokers that assemble and sell personal information, including contact details, browsing history, and purchase behavior. The rule would have:
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Increased transparency around data collection and sales practices.
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Required data brokers to allow consumers to access, correct, and opt-out of the sale of their data.
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Brought accountability to companies that influence decisions in lending, employment, and insurance based on collected data.
By withdrawing the proposal, the CFPB removes a significant potential check on this vast and largely opaque industry.
Why this withdrawal is a problem
Without stricter regulations, data brokers can continue to:
Harvest and trade sensitive personal data
Data brokers collect information from public records, online activity, loyalty programs, and third-party apps. This data can include names, addresses, health concerns, income levels, and even political affiliations.
Expose consumers to targeted scams
Aggregated data is often sold to third parties, including to malicious actors, increasing the risk of phishing, identity theft, and financial fraud.
Operate with limited accountability
Consumers typically have no visibility or control over where their data goes or how it is used. Without federal oversight, there is no standardized process to dispute or delete incorrect or unwanted information.
Protect your consumers’ data with Array’s Privacy Protect
While regulatory protections lag behind, Array’s Privacy Protect offers an enterprise grade, proactive solution to help your consumers regain control over their digital identity. Embedded within your digital experience, Privacy Protect can help consumers:
Scan & detect their data online
Privacy Protect scans hundreds of data broker sites to detect where your personal data is being stored and sold. This includes sensitive details like:
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Home addresses
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Contact numbers
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Employment history
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Social media profiles
Remove & monitor ongoing exposure
With one click, Privacy Protect begins the opt-out process on your users’ behalf—removing their data from broker databases. Better still, it monitors for future re-appearances and automatically re-initiates removal requests as needed.
Access real-time alerts
Your consumers receive alerts when their data is found online, when new threats are detected, or when a broker lists them again.
Shield against identity theft
By cutting off access to their personal data at the source, Privacy Protect reduces your consumers’ exposure to identity theft schemes and financial fraud attempts.
With 98% of consumers having their personal data exposed on data broker and people search sites, businesses must offer more than just core financial or digital services—they must protect their users.
How privacy protection drives revenue and retention
Why is it crucial to provide privacy safeguards for your customers?
Respond to a rising need
With 98% of consumers having their personal data exposed on data broker and people search sites, businesses must offer more than just core financial or digital services—they must protect their users. Privacy Protect actively scans over 50+ data broker sites, identifies where a consumer's personal data is exposed, and initiates opt-out and removal processes automatically.
Automated protection, ongoing value
Privacy Protect doesn’t stop at one-time scans. Its ongoing monitoring detects when consumer data is re-posted (as it often is every 2-3 months) and automatically reinitiates the removal process. This creates a persistent layer of protection—and a sticky, value-added service that keeps users engaged long-term.
Drive engagement and monetization
Organizations leveraging Privacy Protect have seen:
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Up to 10–20% conversion from free scans to paid subscriptions1
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95% annual retention rates among subscribers1
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Significant increases in premium product adoption by bundling Privacy Protect with core offerings
Whether offered as a freemium upsell, bundled benefit, or part of a paid subscription tier, Privacy Protect monetizes user trust while enhancing your digital experience.
How it works for your business
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Embed & launch quickly: Implement via white-label, API, or hosted components.
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Strengthen brand equity: Keep users in your ecosystem instead of referring them to third-party tools.
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Ensure regulatory peace of Mind: SOC 2 Type II compliant, no PII is stored or touched manually.
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Convert & retain: Leverage real-time scan alerts to trigger high-conversion upgrade moments.
Why privacy protection matters now more than ever
The CFPB’s retreat from regulating data brokers means it’s up to individuals and businesses to protect themselves. With identity theft losses topping $43 billion in the US in 2023 alone,2 the risks aren’t just theoretical—they’re real and growing.
Tools like Array’s Privacy Protect fill a critical gap by giving your consumers the power to:
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Discover who has their data
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Take back control of their online footprint
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Reduce your vulnerability to digital exploitation
Personal data shouldn’t be anyone’s business. Run a free privacy scan today to find out where your data is being exposed and start protecting it instantly.
1 Array internal data, 2025; 2 AARP, 2024
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Editorial Note: This content is the author’s opinion, expression, and/or recommendation(s).