Securing Your Voter Registration Data in 2024

Your voter registration data is a goldmine, not just for political campaigns but for data brokers too.

Protecting it is crucial for maintaining your privacy, especially since every state in the U.S. sells voter roll data.

See exactly what data your state sells in this handy analysis.

View the full PDF for a detailed breakdown by state.

The Commercialization of Voter Data

Voter rolls have long been considered public information. California, for instance, was allowing public viewing of voter registration lists as early as 1913, likely stemming from the state's landmark 1913 Direct Primary Law, which aimed to increase transparency and empower voters in the election process. While the precise legal basis for public access requires further research, the early availability of voter rolls paved the way for their eventual commercialization.

Initially, access to voter rolls primarily served political purposes. By the mid-20th century, political parties and candidates relied heavily on this data for campaign activities like canvassing and targeted outreach. However, the commercial value of voter data expanded significantly after World War II, attracting interest from businesses seeking demographic insights for marketing.

Download a full timeline of voter data commercialization.

Today, the commercialization of voter data has reached new heights. Data brokers acquire voter rolls and combine them with consumer data to create comprehensive personal profiles. These profiles are then sold to a wide range of entities, including marketers, political organizations, and corporations. This means that information provided for the purpose of voter registration is often used in ways that go far beyond political engagement, often without the voter's knowledge or consent.

Legal Loopholes and Privacy Concerns

Voter roll sales are regulated state-by-state, with varying levels of access and restrictions. Some states limit the use of voter data to political purposes, while others allow its commercial use. Yet, most states still sell this data cheaply, making it accessible for a broad range of uses—from political canvassing to targeted advertising.

While data brokers blend voter data with other datasets, privacy advocates have raised red flags about potential identity theft, harassment, and misuse of personal data. Many voters aren’t even aware their information is for sale.

This patchwork of state regulations creates vulnerabilities, but it also offers opportunities for privacy advocates to push for stronger protections.

Today’s Reality: Data Brokers in the Mix

Data brokers like Oracle and Acxiom specialize in the collection, analysis, and sale of voter information, alongside other personal data. Their activities have sparked debates over the limits of data privacy, especially in the context of political campaigns that use sophisticated analytics for outreach and micro-targeting.

Several legal battles have been launched to curtail the sale of this data. One such case, Katz-Lacabe et al v. Oracle America, Inc., reflects growing concern over how voter data is used and combined with other personal information.

Political Data Brokers: Who's Selling Your Information?

Political data brokers specialize in collecting and selling personal data to campaigns, advocacy groups, and even third-party advertisers. They use voter registration info, combined with other data like consumer behavior and social media activity, to create detailed profiles that can be used for highly targeted political outreach.

Some brokers will sell this data to anyone willing to pay, while others cater specifically to either the Right or the Left, tailoring their services accordingly.

• i360: A data company closely tied to conservative political groups, especially the Koch network, i360 offers detailed voter profiles for use in right-wing campaigns.
• Catalist: A progressive data firm, Catalist works primarily with Democratic campaigns and left-leaning organizations, providing data-driven insights for voter engagement.
• L2: A non-partisan data broker that sells voter data to campaigns across the political spectrum, offering services to anyone willing to purchase their datasets.
• Aristotle: Known for its wide-reaching data collection, Aristotle offers services to both Democratic and Republican campaigns, selling comprehensive voter information for political targeting.

These brokers don’t just facilitate voter outreach—they blur the lines between political engagement and data exploitation, often leaving voters unaware of how their personal information is used.

Is There a Solution?

How can you avoid being a pawn in someone else's data game?
How can you keep your info from being traded?

Its not easy. In a democracy, we want transparency in our voting. And of course we only want eligible voters to vote. And even though voter fraud isn't the problem many wan to pretend it is, transparency is crucial.

Can we have transparency and keep the data broker hounds at bay?
I think we can.

Here’s how to shield your voter information from prying eyes.
[Wire subscribers and ObscureIQ clients]