diff --git a/solvers/BUILD.bazel b/solvers/BUILD.bazel
index 145fc52c68ea..7dd2ae70e3bd 100644
--- a/solvers/BUILD.bazel
+++ b/solvers/BUILD.bazel
@@ -455,7 +455,7 @@ drake_cc_library(
     hdrs = ["unrevised_lemke_solver.h"],
     deps = [
         ":mathematical_program_api",
-        "//drake/common:essential",
+        "//common:essential",
     ],
 )
 
@@ -956,7 +956,7 @@ drake_cc_googletest(
     deps = [
         ":mathematical_program",
         ":unrevised_lemke_solver",
-        "//drake/common/test_utilities:eigen_matrix_compare",
+        "//common/test_utilities:eigen_matrix_compare",
     ],
 )
 
diff --git a/systems/analysis/BUILD.bazel b/systems/analysis/BUILD.bazel
index 3480a0f601f7..6484f5a36f7c 100644
--- a/systems/analysis/BUILD.bazel
+++ b/systems/analysis/BUILD.bazel
@@ -126,8 +126,8 @@ drake_cc_library(
     ],
     deps = [
         ":initial_value_problem",
-        "//drake/common:essential",
-        "//drake/common:unused",
+        "//common:essential",
+        "//common:unused",
     ],
 )
 
diff --git a/tools/skylark/6996.bzl b/tools/skylark/6996.bzl
deleted file mode 100644
index 1f818df9d312..000000000000
--- a/tools/skylark/6996.bzl
+++ /dev/null
@@ -1,31 +0,0 @@
-# -*- python -*-
-
-# TODO(jwnimmer-tri) This whole file and all of its functions should be purged
-# once the #6996 transition is complete.  This TODO also covers the need to
-# change all call sites to stop calling these functions.  The typical fix will
-# be to just remove the function, leaving the unadulturated string or list that
-# it was wrapping in its place.
-
-# Whether or not the project-wide `git mv` for #6996 has happened yet.
-HAS_MOVED_6996 = True
-
-def adjust_labels_for_drake_hoist(labels):
-    """Change //drake/foo/bar into //foo/bar, returning a new labels list."""
-    if not labels:
-        return []
-    if type(labels) == "select":
-        return labels
-    result = []
-    for one_label in labels:
-        if HAS_MOVED_6996 and one_label.startswith("//drake/"):
-            one_label = "//" + one_label[len("//drake/"):]
-        elif HAS_MOVED_6996 and one_label.startswith("//drake:"):
-            one_label = "//:" + one_label[len("//drake:"):]
-        elif HAS_MOVED_6996 and one_label.startswith("@drake//drake/"):
-            one_label = "@drake//" + one_label[len("@drake//drake/"):]
-        result.append(one_label)
-    return result
-
-def adjust_label_for_drake_hoist(label):
-    """Change //drake/foo/bar into //foo/bar, returning a new label."""
-    return adjust_labels_for_drake_hoist([label])[0]
diff --git a/tools/skylark/drake_cc.bzl b/tools/skylark/drake_cc.bzl
index fa59876be743..a48b2a26d1b8 100644
--- a/tools/skylark/drake_cc.bzl
+++ b/tools/skylark/drake_cc.bzl
@@ -1,11 +1,5 @@
 # -*- python -*-
 
-load(
-    "//tools/skylark:6996.bzl",
-    "adjust_label_for_drake_hoist",
-    "adjust_labels_for_drake_hoist",
-)
-
 # Keep CXX_FLAGS, CLANG_FLAGS, and GCC_FLAGS in sync with CMAKE_CXX_FLAGS in
 # matlab/cmake/flags.cmake.
 
@@ -127,7 +121,7 @@ def installed_headers_for_dep(dep):
         last_slash = dep.rindex("/")
         libname = dep[last_slash + 1:]
         result = dep + ":" + libname + suffix
-    return adjust_label_for_drake_hoist(result)
+    return result
 
 def installed_headers_for_drake_deps(deps):
     """Filters `deps` to find drake labels (i.e., discard third_party labels),
@@ -229,7 +223,6 @@ def _raw_drake_cc_library(
         name,
         hdrs = [],
         srcs = [],  # Cannot list any headers here.
-        data = [],
         deps = [],
         declare_installed_headers = 0,
         install_hdrs_exclude = [],
@@ -239,8 +232,6 @@ def _raw_drake_cc_library(
     a drake_installed_headers() target.  (This should be set if and only if the
     caller is drake_cc_library.)
     """
-    data = adjust_labels_for_drake_hoist(data)
-    deps = adjust_labels_for_drake_hoist(deps)
     _check_library_deps_blacklist(name, deps)
     _, private_hdrs = _prune_private_hdrs(srcs)
     if private_hdrs:
@@ -257,7 +248,6 @@ def _raw_drake_cc_library(
         hdrs = hdrs,
         srcs = srcs,
         deps = deps,
-        data = data,
         strip_include_prefix = strip_include_prefix,
         include_prefix = include_prefix,
         **kwargs)
@@ -377,8 +367,6 @@ def drake_cc_binary(
     tests. The smoke-test will be named <name>_test. You may override cc_test
     defaults using test_rule_args=["-f", "--bar=42"] or test_rule_size="baz".
     """
-    data = adjust_labels_for_drake_hoist(data)
-    deps = adjust_labels_for_drake_hoist(deps)
     new_copts = _platform_copts(copts, gcc_copts)
     new_srcs, new_deps = _maybe_add_pruned_private_hdrs_dep(
         base_name = name,
@@ -450,7 +438,6 @@ def drake_cc_test(
         name,
         size = None,
         srcs = [],
-        data = [],
         deps = [],
         copts = [],
         gcc_copts = [],
@@ -467,8 +454,6 @@ def drake_cc_test(
     in debug-mode builds, so the test will trivially pass. This option should
     be used only rarely, and the reason should always be documented.
     """
-    data = adjust_labels_for_drake_hoist(data)
-    deps = adjust_labels_for_drake_hoist(deps)
     if size == None:
         size = "small"
     if not srcs:
@@ -492,7 +477,6 @@ def drake_cc_test(
         name = name,
         size = size,
         srcs = new_srcs,
-        data = data,
         deps = new_deps,
         copts = new_copts,
         **kwargs)
@@ -526,9 +510,9 @@ def drake_cc_googletest(
     be used only rarely, and the reason should always be documented.
     """
     if use_default_main:
-        deps = deps + adjust_labels_for_drake_hoist([
-            "//drake/common/test_utilities:drake_cc_googletest_main",
-        ])
+        deps = deps + [
+            "//common/test_utilities:drake_cc_googletest_main",
+        ]
     else:
         deps = deps + ["@gtest//:without_main"]
     drake_cc_test(
diff --git a/tools/skylark/drake_java.bzl b/tools/skylark/drake_java.bzl
index eef92d9360c1..5a81842f4557 100644
--- a/tools/skylark/drake_java.bzl
+++ b/tools/skylark/drake_java.bzl
@@ -1,7 +1,5 @@
 # -*- python -*-
 
-load("//tools/skylark:6996.bzl", "adjust_labels_for_drake_hoist")
-
 MainClassInfo = provider()
 
 # Generate a launcher file to run installed java binaries
@@ -35,7 +33,6 @@ _drake_java_binary_install_launcher = rule(
 def drake_java_binary(
         name,
         main_class,
-        runtime_deps = [],
         **kwargs):
     """Creates a rule to declare a java binary and a MainClassInfo Provider
 
@@ -55,7 +52,6 @@ def drake_java_binary(
     native.java_binary(
         name = name,
         main_class = main_class,
-        runtime_deps = adjust_labels_for_drake_hoist(runtime_deps),
         **kwargs)
     launcher_name = name + "-launcher"
     _drake_java_binary_install_launcher(
diff --git a/tools/skylark/drake_proto.bzl b/tools/skylark/drake_proto.bzl
index 0c161f828c00..d8bc4c7dda10 100644
--- a/tools/skylark/drake_proto.bzl
+++ b/tools/skylark/drake_proto.bzl
@@ -9,7 +9,6 @@ load(
     "@drake//tools/skylark:drake_cc.bzl",
     "drake_cc_library",
 )
-load("//tools/skylark:6996.bzl", "adjust_labels_for_drake_hoist")
 
 def drake_cc_proto_library(
         name,
@@ -18,7 +17,6 @@ def drake_cc_proto_library(
         tags = [],
         **kwargs):
     """A wrapper to insert Drake-specific customizations."""
-    deps = adjust_labels_for_drake_hoist(deps)
     pb_hdrs = [x[:-len(".proto")] + ".pb.h" for x in srcs]
     pb_srcs = [x[:-len(".proto")] + ".pb.cc" for x in srcs]
     # Generate the h and cc file.
diff --git a/tools/skylark/drake_py.bzl b/tools/skylark/drake_py.bzl
index 67aa34c1ebd9..6988f0246c38 100644
--- a/tools/skylark/drake_py.bzl
+++ b/tools/skylark/drake_py.bzl
@@ -1,21 +1,15 @@
 # -*- python -*-
 
-load("//tools/skylark:6996.bzl", "adjust_labels_for_drake_hoist")
-
 def drake_py_library(
         name,
         deps = None,
-        data = None,
         **kwargs):
     """A wrapper to insert Drake-specific customizations."""
-    deps = adjust_labels_for_drake_hoist(deps)
-    data = adjust_labels_for_drake_hoist(data)
     # Work around https://github.com/bazelbuild/bazel/issues/1567.
     deps = (deps or []) + ["//:module_py"]
     native.py_library(
         name = name,
         deps = deps,
-        data = data,
         **kwargs)
 
 def _py_target_isolated(
@@ -64,7 +58,6 @@ def drake_py_binary(
         name,
         srcs = None,
         deps = None,
-        data = None,
         isolate = False,
         **kwargs):
     """A wrapper to insert Drake-specific customizations.
@@ -74,8 +67,6 @@ def drake_py_binary(
         library code. This prevents submodules from leaking in as top-level
         submodules. For more detail, see #8041.
     """
-    deps = adjust_labels_for_drake_hoist(deps)
-    data = adjust_labels_for_drake_hoist(data)
     # Work around https://github.com/bazelbuild/bazel/issues/1567.
     deps = (deps or []) + ["//:module_py"]
     _py_target_isolated(
@@ -84,7 +75,6 @@ def drake_py_binary(
         isolate = isolate,
         srcs = srcs,
         deps = deps,
-        data = data,
         **kwargs)
 
 def drake_py_unittest(
@@ -111,7 +101,6 @@ def drake_py_test(
         name,
         srcs = None,
         deps = None,
-        data = None,
         isolate = True,
         allow_import_unittest = False,
         **kwargs):
@@ -132,19 +121,16 @@ def drake_py_test(
     """
     if srcs == None:
         srcs = ["test/%s.py" % name]
-    deps = adjust_labels_for_drake_hoist(deps)
-    if not allow_import_unittest:
-        deps = deps + ["//common/test_utilities:disable_python_unittest"]
-    data = adjust_labels_for_drake_hoist(data)
     # Work around https://github.com/bazelbuild/bazel/issues/1567.
     deps = (deps or []) + ["//:module_py"]
+    if not allow_import_unittest:
+        deps = deps + ["//common/test_utilities:disable_python_unittest"]
     _py_target_isolated(
         name = name,
         py_target = native.py_test,
         isolate = isolate,
         srcs = srcs,
         deps = deps,
-        data = data,
         **kwargs)
 
 def py_test_isolated(
diff --git a/tools/skylark/pybind.bzl b/tools/skylark/pybind.bzl
index 2de2274ee436..589c31dd2a95 100644
--- a/tools/skylark/pybind.bzl
+++ b/tools/skylark/pybind.bzl
@@ -12,7 +12,6 @@ load(
     "drake_py_library",
     "drake_py_test",
 )
-load("//tools/skylark:6996.bzl", "adjust_label_for_drake_hoist")
 
 _PY_VERSION = "2.7"