How to remove your details from CACI (Acorn / Paycheck)
CACI builds the Acorn and Paycheck consumer-classification datasets that profile UK households by income and lifestyle. It’s an upstream source that feeds marketing lists and other brokers — high value to remove.
What CACI (Acorn / Paycheck) exposes
Step by step
- 1
Open CACI’s consumer privacy page
Go to caci.co.uk/data-privacy/consumer-information/ for their data-rights contact.
- 2
Email a GDPR erasure request
Ask CACI to erase your personal data and stop profiling you under UK GDPR Articles 17 and 21. Include your name and address.
- 3
Ask about downstream copies
Request that they inform recipients your data was shared with (Article 19), since CACI feeds other lists. This is the part almost everyone leaves out, and it is the part that stops the same profile being rebuilt from a copy somebody else already bought.
- 4
Name the datasets explicitly
Ask about Acorn and Paycheck by name, and about any household-level classification held against your address. A generic "delete my data" invites a generic answer; naming the products makes a vague reply harder to give and easier to challenge.
- 5
Deal with the source as well
CACI’s household profiling is built partly on electoral and address data. Suppressing the profile without switching off the supply means it can be rebuilt at the next data purchase, so treat the open register as part of the same job.
If that doesn’t work
- If the consumer page gives you no route, a plain email to their DPO is legally sufficient — a valid erasure request does not have to be on anybody’s form.
- Ask for a copy of what they hold at the same time (Article 15). With profiling companies the subject access response is often more revealing than the erasure, because it shows you what was inferred rather than collected.
What removing yourself from CACI (Acorn / Paycheck) won't do
Most guides skip this part.
- It clears CACI only. Acorn and Paycheck segments already sold to retailers, charities and other brokers stay with those buyers, and CACI is under no obligation to claw them back beyond notifying recipients.
- It does not stop the inference. Household classification is largely derived from address, not from you personally, so a new occupant profile can be built for the same property without your data at all.
- It does nothing about the people-search sites. CACI is an upstream marketing source with no public profile page, so removing it changes nothing you can see — the visible listings are a separate job.
- It is a one-off. Move house and a fresh profile is built against the new address at the next data refresh.
Your data is on more than just CACI (Acorn / Paycheck)
We track 275+ sites across the US and UK. Run a free exposure check to see everywhere you appear — then let us send the removal requests for you and keep monitoring.
Or read how we do it and what we refuse to send, and how UK coverage compares.
FAQ
Why remove from CACI if I’m not their customer?
CACI profiles you without your direct relationship and sells the segment to marketers. It’s a source — removing it reduces downstream re-listing.
What are Acorn and Paycheck?
Acorn classifies UK households into lifestyle and affluence segments; Paycheck estimates household income at postcode level. Neither asks you anything. Both are built from data you left elsewhere and sold on to organisations deciding what to send you and what to charge.
Will I notice any difference?
Not visibly, and that is worth knowing before you spend fifteen minutes on it. There is no public page to check. The effect is on what marketing lists you appear on months later, which is real but invisible.
Can they refuse?
They can push back on erasure if they claim a legitimate interest in the profiling. Object under Article 21 as well as requesting erasure under Article 17 — for direct-marketing purposes specifically, an objection is absolute and they must stop.
Is CACI the same as a credit reference agency?
No. Credit reference agencies hold regulated credit data with its own rules and its own statutory access route. CACI sells marketing classification, which is why this is a plain UK GDPR request rather than a credit-file process.
Other removal guides
Last updated 9 July 2026