But thanks to
California's "Shine the Light" law, researchers at U.C. Berkeley were able to get a small glimpse of
how companies sell or share your data. The
study recruited volunteers to ask more than 80 companies how the volunteers' information was being shared.
Only two companies actually responded with details about how volunteers' information had been shared.
...
Walt Disney also responded and described sharing even more information: not just a person's name and address and what they purchased, but their age, occupation, and the number, age and gender of their children. It listed companies that received data, among them companies owned by Disney, like ABC and ESPN, as well as others, including Honda, HarperCollins Publishing, Almay cosmetics, and yogurt company Dannon.
But Disney spokeswoman Zenia Mucha said that Disney's letter, sent in 2007, "wasn't clear" about how the data was actually shared with different companies on the list. Outside companies like Honda only received personal information as part of a contest, sweepstakes, or other joint promotion that they had done with Disney, Mucha said. The data was shared "for the fulfillment of that contest prize, not for their own marketing purposes."