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<br />I <br /> <br />16. Confidential Information <br /> <br />16.1 "Confidential Information" refers to business and financial information <br />and data that derives economic value, actual or potential, from generally <br />not being known to, and not being readily ascertainable by proper means <br />by other persons who can obtain economic value from its disclosure or <br />use. Confidential Information must be prominently marked "Confidential." <br />Confidential Information includes all non-public personal information you <br />obtain from a Consumer in connection with a POS Transaction. <br />Confidential Information does not include: (a) information recipient <br />rightfully had in possession when disclosed to, free of any obligation to <br />keep such information confidential; (b) information recipient <br />independently developed without access to the other party's Confidential <br />Information; (c) information that is or becomes known to the public; or (d) <br />information rightfully received from a third party without the obligation of <br />confidentiality. <br /> <br />I <br /> <br />16.2 Treatment of Confidential Information. Each of the parties, as recipient of <br />Confidential Information, agrees that it will not use or disclose, and will <br />cause its officers, employees, affiliates, agents, consultants and <br />independent contractors not to use or disclose, Confidential Information to <br />any person for any reason whatsoever other than on a "need-to-know" <br />basis, including: (a) as reasonably required for the operation of the <br />Services contemplated by this Agreement; (b) as expressly permitted by <br />this Agreement; or (c) as required by law. Each party, as a recipient of <br />Confidential Information, will treat Confidential Information with no less <br />care than it employs for its own Confidential Information of a similar <br />nature that it does not wish to disclose, publish or disseminate, but with <br />not less than a reasonable level of care. <br /> <br />16.3 The obligations of this Section 16 will survive the termination of this <br />Agreement. <br /> <br />14 <br /> <br />I <br />