A Bona Fide Loyalty Program is defined, under the Colorado Privacy Act, as a loyalty, rewards, premium feature, discount, or club card program established for the genuine purpose of providing the 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 of selection of goods or services (e.g. points that can be applies to obtain discounts for a hotel chain).
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Bona Fide Loyalty Program
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