Millions of people had their sensitive personal information compiled over two decades by the National Shooting Sports Foundation, working with some of America’s most iconic gun-makers and retailers. The industry group assembled data on this collection of gun owners and others without their knowledge or consent to persuade them to vote in the industry’s interests. The NSSF credited the campaign with landmark victories that vanquished gun control efforts, Propublica reports . The NSSF, based in Shelton, Connecticut, represents thousands of firearms and ammunition manufacturers, distributors and retailers, along with publishers and shooting ranges. While not as well known as the NRA, the trade group is considered the voice of the industry and is a power broker in business and politics. In 2016, as part of a push to get Donald Trump elected president for the first time and to help Republicans keep the Senate, the NSSF worked with the consultancy Cambridge Analytica to turbocharge the information it had on potential voters. The U.S. subsidiary of a London-based firm, which would later go out of business amid a global scandal over its handling of confidential consumer data, Cambridge matched up the people in the database with 5,000 additional facts about them that it drew from other sources.
The details were far-ranging and intimate. Along with the potential voters’ income, debts and religious affiliation, analysts learned whether they liked the work of the painter Thomas Kinkade and whether the underwear women had purchased was plus size or petite. Cambridge analysts ran the enhanced data through an algorithm to create psychological profiles that allowed for more incisive targeting. Potential voters were assigned one of five personality groups: risk-takers, carers, go-getters, individualists and supporters. Each got a tailored message. Risk-takers were viewed as highly neurotic and susceptible to ads that pricked their fears, Cambridge records show. Go-getters, on the other hand, would respond better to messages of optimism and the promise of a better future. Privacy experts told ProPublica that companies that shared information with the NSSF may have violated federal and state prohibitions against deceptive and unfair business practices. Under federal law, companies must comply with their own privacy policies and be clear about how they will use consumers’ information, privacy experts said. A ProPublica review of dozens of warranty cards from those gun-makers found that none of them informed buyers that their details would be used for political purposes.
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