Not all data breaches are created the same. While every industry has felt their impact in recent years, some industries house data that is sensitive simply by virtue of association with individual consumers. There’s no better illustration than the dramatic breach of an online matching service for extramarital affairs in 2015, in which the leak of a simple list of names—relatively non-sensitive data in privacy terms—reportedly resulted in divorces and even suicides.

While extramarital dating services are a far cry from today’s mature, legalized cannabis industry, they share this common reality: The mere association of an individual as a cannabis customer can be incredibly sensitive, resulting in potential criminal allegations in certain jurisdictions and moral reprimand from certain corners of American society.

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