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In fact, to me, the more pressing issue is the effect of the Citizens United decision being demonstrated here.
And from what I understand, the disclosure requirements of U.S. law totally failed in this case, and it was only the strict disclosure laws of Minnesota which led to Target being uncovered as a financier of the political ads.
Apparently, between the gay thing and the undisclosed political ad contribution thing, Target is getting pretty serious flack in Minnesota - where the corporation is based.
Target has a pretty valuable brand name and image. They don't want that sullied. And if consumers start to look down their noses in general at corporations that try to secretly influence elections, maybe even more corporations will think twice (or well, more likely, just try to get caught less).
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