Remove your personal info from the web (stop it from coming back)

The first time I tried to remove my personal information from people search sites, it was back online after a few weeks. If the same thing happened to you, you might have decided it’s just not worth the effort. This is likely by design. Data brokers profit from your information, so they’re incentivized to make the process as difficult as possible. Sen. Maggie Hassan even called out a few data brokers recently for hiding their opt-out pages altogether. But you don’t have to let them keep your data, as long as you know what to do.

How to remove your personal info

The way I see it, there are two ways you can do this:

• Manually removing your information
• Using an automated data removal service like Incogni.

I recommend the second option. It saves a lot of time and does a more thorough job than most people will manage on their own. But if you still prefer to go about it yourself, I’ll share a step-by-step guide to help you do it as painlessly and thoroughly as possible.

Step 1: map your exposures

This step is important for when your information inevitably reappears after some time. Before you start removing anything, compile a list of places where your personal information appears or is likely to be held. Or you can compile the list yourself. The sites will likely include:

People search sites

These are the easiest to find because they’re designed to be public.

• Search: “your full name” + city, “your phone number”, “your email”
• Check beyond page 1, as many listings appear deeper in the results
• Repeat searches with: Maiden names or name variations and old locations

You can also use Incogni’s free scanner to find exposures easily and quickly.

Private data broker databases (harder to see, but widely used)

These don’t usually show up in search results because they sell data to businesses, not individuals. You can try to infer their presence based on how your data is used, but it’s no easy feat.

This is one of the reasons I recommend using a data removal service like Incogni. They narrow down which brokers are most likely to have your information based on things like your location and other markers.

But if you want to try for yourself, look for signals like:

• Getting calls or emails from companies you’ve never interacted with
• Highly specific outreach (e.g., your job title, income range, or recent move)
• Pre-filled forms with your personal details

Where your data likely came from:

• Warranty registrations
• Loyalty programs and retail purchases
• Financial, insurance, or real estate inquiries
• App usage and location data

If you’ve shared your data with a company, there’s a strong chance it’s been resold or shared with brokers behind the scenes.

Marketing and lead generation lists

These are often built for targeted advertising and outreach, and your data can circulate across many of them at once.

How to spot them:

• Sudden spikes in spam after:
  • Signing up for a service
  • Entering a giveaway or quiz
  • Downloading a resource (e.g., ebook, discount code)
• Emails that feel “personalized” but come from unfamiliar brands
• Messages referencing a specific interest, purchase, or life event

Where to check:

• Your email inbox (search for patterns in senders)
• SMS history for unknown marketing messages
• Unsubscribe pages (they often reveal the company or list owner)

Important: Unsubscribing usually stops messages. It doesn’t remove your data from the underlying list.

Public profile aggregators (not quite the same as people-search sites)

These sites compile information from across the web but aren’t always designed specifically for “people lookup.”

Examples include:

• Old forum profiles or community pages
• Professional directories and membership listings
• Scraped social media profiles
• Event attendee lists or speaker bios

How to find them:

• Search your name in quotes + keywords like:
  • “profile”, “bio”, “member”, “directory”
• Search usernames you’ve used in the past
• Use image search to find reused profile photos

These are often overlooked but can still expose valuable details like your location, employer, or social links.

Step 2: Remove your data

Now that you’ve mapped where your data is exposed (or likely to be), it’s time to start removing it. Instead of jumping randomly between sites, work through your list in order of visibility and risk:

• People search sites (highest visibility)
• Public profile aggregators
• Marketing and lead-gen lists
• Private data brokers (least visible, but still important)

Remove your data from people-search sites

These should be your first priority because they make your personal information easy for anyone to find.

Typical process:

• Find your listing using the link you saved earlier
• Locate the “opt-out” or “remove my info” page (usually in the footer)
• Submit your profile URL
• Verify your request (via email or CAPTCHA)

What to expect:

• Time per site: ~5-20 minutes
• Removal timeframe: a few days to a couple of weeks

Tip: Save confirmation emails or screenshots. You may need them if your data reappears.

Remove your data from public profile aggregators

These can be less standardized, since they’re often scraped or republished pages.

Typical process:

1. Look for a “Contact,” “Support,” or “Privacy” page
2. Request removal directly (or delete your account, if possible)
3. If no response, identify the site owner via WHOIS or hosting info

Alternative option:

• If the page won’t be removed, you can request de-indexing through Google, but this only hides it from search results, not the site itself

These take more effort, but they’re worth addressing because they often contain contextual details (job, interests, affiliations).

Remove your data from marketing and lead-generation lists

This is less about a single listing and more about stopping ongoing data use.

Typical process:

• Use the “unsubscribe” link in emails or reply STOP to SMS messages
• Look for a “delete my data” or privacy request option
• Submit a formal request if available (often under GDPR/CCPA rights)

Important:

• Unsubscribing stops messages
• It does not always delete your data

If the company has a privacy page, look specifically for:

• “Right to deletion”
• “Do not sell my information”

Remove your data from private data broker databases

These are the least visible and often the most frustrating to deal with manually.

Typical process:

1. Find the company’s privacy or legal page
2. Submit a data access or deletion request
3. Verify your identity (this may require ID documents)

What makes this harder:

• You often don’t know which brokers have your data
• Some require detailed verification
• Responses can take weeks

This is where most people hit a wall and where ongoing monitoring or automation becomes useful.

Keep track as you go

As you work through your list, track:

• Sites you’ve submitted requests to
• Dates of submission
• Confirmation emails or case IDs

This makes it much easier to:

• Follow up if needed
• Re-check later when your data reappears

The best way to deal with resurfacing data

My recommendation is to use a personal information removal service. I use Incogni.

Incogni handles the entire removal process for you, so there’s no need to search for your own data online or to return to data broker sites to repeat opt-out processes. It’s all handled automatically. They also do a much more thorough job than I could have managed on my own.

Incogni’s Unlimited plan allows you to remove data from just about anywhere it may appear online, even sites they don’t cover automatically. They scan the internet for any remaining exposures, send you a list (if any data is left exposed somewhere), and allow you to submit unlimited custom removal requests. These are handled manually by privacy specialists.

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The service also includes a 30-day, money-back guarantee, so you can try it risk-free and see how much of your information is exposed online.

You can also run a free exposure scan to see where your personal information is appearing online. Results typically arrive by email within an hour.

Related Links: 

• Remove your data to protect your retirement from scammers
• Why widows and divorced women are targets for retirement scams
• Scams that aren’t illegal (but should be)

Kurt’s key takeaways

Removing your personal information from the internet is not a one-and-done task. It takes persistence, a bit of strategy and the right tools. The frustrating part is that your data can come back even after you remove it, but that does not mean the effort is wasted. Every step you take reduces your exposure and makes it harder for your information to spread. If you want the most control, doing it manually gives you a clear view of where your data lives. However, if you want consistency without the ongoing time commitment, a data removal service can take that burden off your plate and keep working in the background. Either way, the key is to stay proactive. Your data has value, and once you start treating it that way, you will approach your privacy very differently.

Have you ever removed your personal info online only to see it show up again later, and what did you do next? Let us know in the comments below. 

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