For years, America’s most iconic gun-makers turned over sensitive personal information on hundreds of thousands of customers to political operatives.
Those operatives, in turn, secretly employed the details to rally firearm owners to elect pro-gun politicians running for Congress and the White House, a ProPublica investigation has found.
The clandestine sharing of gun buyers’ identities — without their knowledge and consent — marked a significant departure for an industry that has long prided itself on thwarting efforts to track who owns firearms in America.
At least 10 gun industry businesses, including Glock, Smith & Wesson, Remington, Marlin and Mossberg, handed over names, addresses and other private data to the gun industry’s chief lobbying group, the National Shooting Sports Foundation. The NSSF then entered the gun owners’ details into what would become a massive database.
The data initially came from decades of warranty cards filled out by customers and returned to gun manufacturers for rebates and repair or replacement programs.
The data given to Cambridge included 20 years of gun owners’ warranty card information as well as a separate database of customers from Cabela’s, a sporting goods retailer with approximately 70 stores in the U.S. and Canada.
Cambridge combined the NSSF data with a wide array of sensitive particulars obtained from commercial data brokers. It included people’s income, their debts, their religion, where they filled prescriptions, their children’s ages and purchases they made for their kids. For women, it revealed intimate elements such as whether the underwear and other clothes they purchased were plus size or petite.
The information was used to create psychological profiles of gun owners and assign scores to behavioral traits, such as neuroticism and agreeableness. The profiles helped Cambridge tailor the NSSF’s political messages to voters based on their personalities.
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