How Data Brokers Share Your Political Information
Every time you register to vote, sign a petition, or browse the web, data brokers may be collecting and selling your information to political campaigns and advertisers. Here's how it works and what you can do about it.
What data brokers do
Data brokers are companies that collect, analyze, and sell consumer information. They gather data from public records, online activity, purchases, and other sources, then combine it into detailed profiles that include your name, address, phone number, email, political leaning, and inferred interests. These profiles are sold to political campaigns, advertisers, and other organizations that use them for targeting — showing you specific ads, sending you specific messages, and contacting you based on your inferred profile.
Where your political information comes from
Data brokers collect political information from several sources:
Voter registration rolls: Public voter registration data includes your name, address, party affiliation (in some states), and voting history. Data brokers and campaigns can access this information.
Online activity: Your browsing history, social media likes, and online purchases are tracked by data brokers and ad networks to infer your political interests.
Consumer data: Purchases, magazine subscriptions, and membership in organizations can signal your political leaning to data brokers.
Public records: Property records, court records, and other public documents contribute to your data broker profile.
How campaigns use data broker information
Political campaigns use data broker profiles to target voters with specific messages. A campaign might use your data to determine whether you're likely to support their candidate, what issues you care about, and how best to reach you — by text, call, email, or targeted ad. This is why you might receive political messages that seem to know your interests: they're based on a profile built from your data. The targeting can be remarkably specific, down to your neighborhood, your inferred income, and your likely voting behavior.
How to reduce the flow of your data
You can't completely stop data brokers from collecting your information, but you can reduce it:
Opt out of data broker sales: Many data brokers offer opt-out options on their websites. You can also use services like the Digital Advertising Alliance's opt-out tool at aboutads.info/choices to opt out of interest-based advertising from participating companies.
Adjust your privacy settings: Limit what social media platforms and apps can collect about you by reviewing and adjusting your privacy settings.
Use browser protection: Enable tracking protection in your browser, or use privacy-focused browsers and extensions that block trackers.
Be mindful of what you share: Think before signing petitions, registering for events, or donating to campaigns — these actions can add your information to data broker lists.
Why you can't fully stop data collection
Even after opting out and adjusting your privacy settings, some data collection is unavoidable. Voter registration rolls are public records, and data brokers can access them regardless of your opt-out preferences. Some brokers don't offer opt-out options at all. And your online activity — even with tracking protection — can still be inferred from context. The goal isn't to eliminate data collection but to reduce it and be aware of how your information is being used. CivicShield helps you document the political outreach that results from data collection — so you can see the impact and take action when it crosses the line.
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Frequently asked questions
Are data brokers legal?
Yes, data brokers operate legally in the United States. They collect information from public records, online activity, and other sources, then sell it to campaigns, advertisers, and other organizations. Some states have passed data privacy laws that give consumers more control over their data — for example, California's CCPA allows residents to request that data brokers delete their information. Check your state's consumer protection agency for available rights.
How do I find out what data brokers have about me?
It's difficult to see exactly what data brokers have collected about you, because they're not required to share their profiles with consumers. Some states — like California — allow residents to request their data from data brokers. You can also check individual data broker websites for opt-out options and information requests. The more you opt out, the less data brokers will have about you.
Can I opt out of voter registration data being sold?
Voter registration rolls are public records in most states, and you generally can't opt out of them being accessible. However, some states allow you to make your registration information confidential under certain circumstances — for example, if you're a victim of domestic violence or a law enforcement officer. Check your state's election office for available options. Data brokers and campaigns can access voter rolls regardless of your opt-out preferences for other data.
Does opting out of data broker sales stop political ads?
Partially. Opting out of data broker sales reduces the targeted advertising you see, but it doesn't stop all political ads. Campaigns can still target based on broad categories like location and age, and some ad networks don't participate in opt-out programs. Opting out is a useful step, but it's not a complete solution — which is why documenting the political outreach you still receive is important.
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Disclaimer: CivicShield is a consumer privacy and documentation tool, not a law firm. CivicShield does not provide legal advice or guarantee a particular legal outcome. Laws and regulations vary by circumstance and jurisdiction. References to laws such as the TCPA or CAN-SPAM Act are for general informational purposes only — consult authoritative sources like the FCC and FTC for official guidance.