Brown-Forman
Consumer Staples
53
out of 100. Number 186 of 512, counting from the worst.
Where Brown-Forman does well
- Renewals 0 of 20. Nothing found.
- Honors browser privacy signals: the notice states 'We currently respond to browser GPC and do-not-track signals' — better than many peers that ignore them.
- Provides dedicated opt-out links for the sale/sharing of personal data (separate links for Jack Daniel's vs. all other brands), a toll-free request line (1-866-832-4920), and a privacy email (privacy@b-f.com).
- Promotion rules purge data by default: entrants who don't opt into marketing 'will only be held for the purpose of administering the promotion and will not be retained once the prize draw has been concluded and each winner has received their prize.'
- Includes a New Jersey consumer carve-out that scales back the liability waiver where NJ law bars it.
- The CCPA disclosure table is unusually candid — explicitly naming ad networks as buyers of identifiers — where most peers hide behind vaguer language.
If you have a dispute with Brown-Forman over its websites, you can't sue in court, join a class action, or get a jury — you must go through one-on-one ICC arbitration.
The fine print
6 clauses and findings from the draft archive, dated 1 October 2026. The plain English comes first; the small print is the company's own words. None of these has been checked yet.
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If you have a dispute with Brown-Forman over its websites, you can't sue in court, join a class action, or get a jury — you must go through one-on-one ICC arbitration. The carve-outs are lopsided: the company reserves the right to go to court for injunctions to protect its own intellectual property, but you get no equivalent carve-out for your own rights.
EXCEPT FOR DISPUTES THAT QUALIFY FOR SMALL CLAIMS COURT, ALL DISPUTES ARISING UNDER OR RELATING TO THESE TERMS OF USE OR TO YOUR USE OF (OR INABILITY TO USE) THE WEBSITE... SHALL BE SETTLED BY ARBITRATION ADMINISTERED UNDER THE RULES OF ARBITRATION OF THE INTERNATIONAL CHAMBER OF COMMERCE... INSTEAD OF IN A COURT BY A JUDGE OR JURY, AND YOU AGREE THAT YOU AND COMPANY ARE EACH WAIVING THE RIGHT TO TRIAL BY A JURY... YOU AGREE THAT ANY ARBITRATION UNDER THESE TERMS OF USE WILL TAKE PLACE ON AN INDIVIDUAL BASIS; CLASS ARBITRATIONS AND CLASS ACTIONS ARE NOT PERMITTED AND YOU ARE AGREEING TO GIVE UP THE ABILITY TO PARTICIPATE IN A CLASS ACTION.
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No matter what goes wrong — even if their site harms you — the most Brown-Forman can ever owe you under these terms is $10. (Note: a New Jersey-specific note at the end limits how far this waiver applies for NJ consumers.)
WITHOUT LIMITING THE FOREGOING, THE MAXIMUM AGGREGATE LIABILITY OF COMPANY AND ANY OF COMPANY'S GROUP COMPANIES AND THE OFFICERS, DIRECTORS, EMPLOYEES, SHAREHOLDERS OR AGENTS OF ANY OF THEM, IN CONNECTION WITH THESE TERMS OF USE OR THE WEBSITE IN ANY WAY, SHALL NOT EXCEED TEN U.S. DOLLARS.
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Brown-Forman's own CCPA disclosure table says it 'sells' identifiers — including names, contact details, online identifiers, Social Security numbers and passport/tax IDs — to ad networks, and 'shares' them for cross-context behavioral (targeted) advertising. Commercial information and geolocation are likewise sold to ad networks, and internet/browsing activity is shared for targeted ads.
Identifiers, such as name, contact information, online identifiers and Social Security numbers and other government-issued ID numbers, such as passport number and tax identifier | Affiliates; service providers and contractors | ad networks | ad networks
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Third-party ad companies on Brown-Forman's sites track you across your phone, laptop, and other devices for targeted advertising — and opting out requires going through industry portals (aboutads.info / networkadvertising.org) per device, since the links provided are generic self-regulatory pages.
These companies place or recognize a unique cookie on your browser (including through the use of pixel tags). They also use these technologies, along with information they collect about your online use, to recognize you across the devices you use, such as a mobile phone and a laptop.
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If you write a product review on one of their sites, Brown-Forman claims the right to use it 'without restriction' — including in marketing — while also reserving the right to edit your review or refuse to publish it at all, even as they say they publish 'all Reviews, even critical ones.'
When you submit a Review, you acknowledge and agree that it may be made available to the general public, and may be used by Company without restriction... We will publish all Reviews, even critical ones, however we reserve the right, at our sole discretion, to edit any Review and to choose to include or not include such Review in the Website.
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Brown-Forman can change the terms whenever it wants just by posting an update — there's no promise to notify you or get your consent, and products and prices can change with no notice. The privacy policy is the same: 'Any changes will become effective when we post the revised Privacy Policy on the services.'
Company may revise these Terms of Use at any time by updating this posting... Company may make changes to the material on the Website, or to the products and prices described in it, at any time without notice.
How these were found
Documents read directly from Brown-Forman's official legal domain (legal.brown-forman.com) via browser fetch on Oct 1, 2026 — no mirrors needed, no blocking encountered. Terms of Use last updated May 15, 2025; Global Privacy Notice last updated June 25, 2026; US/California addendum updated December 30, 2025. Quotes are verbatim excerpts of the clauses cited. Brown-Forman is a spirits maker (Jack Daniel's, Woodford Reserve, Old Forester) with a brand/showcase website and no consumer e-commerce subscription product, so the auto-renew category scores 0; arbitration and data-sharing are the main risk areas. CCPA chart interpreted as published: the company lists identifiers including Social Security and government-issued ID numbers among categories it 'sells' to ad networks — this is the chart's literal disclosure, not an interpretation of separate fine print.
These notes come from the original draft and are not independent verification.