Please provide an explanation as to why sensitive personal information is required to be collected for the Bona Fide Loyalty Program

To answer this question, please input why you need to collect sensitive personal information to provide consumers with the Bona Fide Loyalty Program into the provided box.

A Bona Fide Loyalty Program is defined as a loyalty, rewards, premium feature, discount, or club card program established for the genuine purpose of providing Bona Fide Loyalty Program Benefits to consumers that voluntarily participate in that program. Bona Fide Loyalty Programs provide consumers with an offer of superior price, rate, level, quality or selection of goods or services. An example of this program would be points that can be applied to obtain discounts for a hotel chain.

Related privacy laws

Colorado Privacy Act