The National Shooting Sports Foundation (NSSF) is facing a class-action lawsuit alleging it secretly built a database with personal information from millions of gun owners and used it for political advertising without consent.
The lawsuit, filed by two gun owners—Daniel Cocanour of Oklahoma and Dale Rimkus of Illinois—claims the NSSF obtained data from warranty cards filled out by customers for firearm rebates or repairs, which included sensitive details like contact information, age, income, vehicle ownership, and reasons for gun ownership. These individuals never consented to their data being shared or used for political purposes, according to the suit.
The NSSF, based in Shelton, Connecticut, began compiling the database in 1999 following the Columbine High School shooting, aiming to protect the firearms industry’s image and legal standing. By May 2001, the database held 3.4 million records, growing to 5.5 million by 2002 under the name “Data Hunter,” with contributions from major manufacturers like Glock, Smith & Wesson, Marlin Firearms, and Savage Arms. The plaintiffs allege “unjust enrichment,” arguing the NSSF profited from using this data without compensating gun owners.
The organization reportedly used the database to target political ads supporting pro-gun candidates, claiming its efforts were a “critical component” in George W. Bush’s narrow 2000 presidential victory. The NSSF continued using the database in elections through 2016, including hiring Cambridge Analytica during President Trump’s campaign to mobilize gun rights supporters in swing states . This partnership is notable given Cambridge Analytica’s later collapse due to a Facebook data scandal involving unauthorized user data.
Despite publicly advocating for gun owners’ privacy—such as supporting the “Protecting Privacy in Purchases Act”—the NSSF allegedly engaged in practices contradicting this stance. The lawsuit seeks damages exceeding $5 million and class-action status for all U.S. residents whose data was collected from 1990 to present.
The case highlights a breach of trust, as the NSSF reportedly amassed data while warning against similar databases being used for gun confiscation . As of now, the NSSF has not commented publicly but maintains its data practices were legal and ethical .
