Imagine walking into a grocery store and being followed by someone with a clipboard. They write down everything you buy: milk, bread, pain relievers. Then they sell that list to strangers — without ever asking you.
That’s how data brokers work online. You don’t see them, but they’re tracking what you do, buying and selling your information like a commodity.
Most people don’t realize how much of their lives is collected, packaged, and sold — by companies you’ve never heard of. And while this may sound unsettling, the good news is you do have ways to push back.
In this article, we’ll explain:
- Who data brokers are
- What they collect
- Who buys your information
- And most importantly, what you can do to limit their reach
Table of Contents
So, Who Are Data Brokers?
Data brokers are companies whose entire business revolves around collecting and selling personal information.
You may have never signed up with them directly. Instead, they gather your data from:
- Store loyalty programs
- Credit applications
- Cookie tracking on websites
- Surveys and online quizzes
- Free apps and “sign up” forms
Then they combine this information into detailed files about you. These files are called “consumer profiles,” and they can include hundreds of details — far beyond your name and email.
What’s Inside Your Profile?
Here’s what a typical data broker file might contain:
- Income bracket — based on your purchases and zip code
- Age, family size, and education
- Shopping habits — groceries, clothing, even donations to charities
- Political leanings or religious views — based on what you read or follow
- Location history — where your phone has been, where you shop
- Predicted health status — such as “likely diabetes” or “possible heart condition”
- Mood and behavior predictions — like “anxious spender” or “risk-averse”
It’s more than facts. It’s assumptions about you. And once those assumptions are written down, they spread fast.
Who Buys This Information?
Pretty much anyone willing to pay for your information can buy it:
- Insurance companies may use it to raise rates if they think you’re high-risk.
- Political campaigns buy data to send highly targeted ads.
- Advertisers use it to sell you products at the exact moment you’re most likely to buy.
- Lenders may deny credit based on your “risk category” — even if the label is unfair.
One large broker once sold lists labeled “High-risk borrower with health anxiety.” That’s not science fiction. That’s real, and for sale.
Why This Matters, Especially for Senior Adults
For senior adults, the risks are even higher:
- Health predictions can be used against you in insurance pricing.
- Financial behavior labels can make lenders less likely to approve loans.
- Scam targeting increases when your data shows you’re home more often or searching for retirement topics.
In other words, this isn’t just about ads. It’s about control over your personal life.
What Can You Do About It?
You can’t erase every footprint, but you can make yourself harder to track. Here are three simple but powerful steps.
Tip #1: Use a Fake Birthday and Zip Code for Non-Essential Forms
Every time you sign up for a sweepstakes, loyalty card, or “fun quiz,” you’re asked for details. Birthdate and zip code are gold to data brokers — they link your email to your home address, your shopping to your social media.
What to do instead:
- For non-financial accounts (not banks, taxes, or official services), use a fake but consistent birthday and zip code.
- Keep it simple and easy to remember.
Why it works:
You still get the discounts and access — but the fake info breaks the chain brokers use to stitch your life together.
Tip #2: Ask Pharmacies and Healthcare Providers to Limit Data Sharing
Here’s something most people don’t know: many pharmacies share prescription refill data with third-party firms.
That means your blood pressure medication, arthritis cream, or anxiety prescription can end up predicting your health “category” in a database.
What you can do:
Next time you’re at the pharmacy, ask:
“Can I opt out of having my data shared for marketing or analytics?”
Some may have a form. Others may flag your record. Most people never ask — so your request makes a difference.
Why it works:
It reduces the health data leaving your control. And it sends a message that you care about privacy.
Tip #3: Learn Your Rights (Especially If You Live in Certain States)
In some states like California, Colorado, and Virginia, you have the legal right to:
- Ask companies what they’ve collected on you
- See who they’ve shared it with
- Request deletion of your data
This includes data brokers.
What to do:
- Visit major broker websites like Acxiom, LexisNexis, Epsilon, or Oracle
- Scroll to the bottom for links like “Consumer Privacy Request” or “Do Not Sell My Data”
- Submit a request to see your file and ask for removal
Why it works:
It’s like pulling your credit report. You can’t manage what you don’t see — and this gives you visibility.
Quick Checklist: How to Fight Back Against Data Brokers
- Don’t give real birthdays/zip codes for store sign-ups
- Ask your pharmacy to limit data sharing
- Use privacy settings in browsers to block cookies
- Run a “data broker opt-out” request once a year
- Be mindful of free apps and online quizzes
Each small step makes your digital profile less valuable to brokers.
Key Takeaway: Data Brokers Don’t Need Your Permission to Write Your Story
You may never meet a data broker. You may never see the files they keep on you. But every day, your clicks, purchases, and sign-ups are turned into products for sale.
The good news? You don’t have to accept it. By using simple tricks like fake birthdays, asking your pharmacy to limit sharing, and exercising your privacy rights, you take back control.
Remember: you don’t need to be a tech expert. You just need to start with one small action today. Because when it comes to your data, the less brokers know, the more power stays in your hands.
At Futureproof, Kevin makes online safety feel human with clear steps, real examples, and zero fluff. He holds a degree in information technology and studies fraud trends to keep his tips up-to-date.
In his free time, Kevin plays with his cat, enjoys board-game nights, and hunts for New York’s best cinnamon rolls.
