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Consumer Data Privacy in the Merger/Acquisition Context: What's an Acquiring Mind to Do?

By Steven A. Gibson and J.D. Lowry
October 19, 2006

Current wisdom favors non-disclosure of the private data related to consumers held by companies that obtain such data in the course of doing business. This sentiment is in full blossom in a wide variety of contexts, not the least of which are the provision of medical services and of financial services. In these heavily regulated industries, protection of consumer data is the subject of complex regulatory schemes aimed at ensuring data privacy and security while, nonetheless, allowing business to be conducted in its ordinary course.

This principle of nondisclosure includes prohibitions on selling consumer private data to third persons or companies. Factual information that can be associated with individual consumers and one or more elements of their potential buying or other business habits are in great demand by almost all companies that sell products and/or services. Prohibitions on sales of such information can thus im-pose costly restrictions on companies that would like to leverage that data for alternative gains. Conversely, a company's substantial database of consumer data can greatly increase the company's net worth. Companies with rich portfolios of consumer data clearly have a more robust ability to market their goods and services, and to do so in a more intelligent, focused, and rational manner. The question presently posed is whether acquirers of all (or substantially all) of the voting securities and/or assets of a company possessing such consumer data may gain access to that data. In other words, is a sale of the company a prohibited transfer of consumer data?

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