Everything you need to know about Alison Ettel, aka 'Permit Patty'

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To that end, I wonder what was going on in the mind of Alison Ettel when she allegedly called the cops on a little black girl outside of the AT&T Park Stadium in San Francisco, home of the baseball team the San Francisco Giants.

When asked about Ettel telling Huffington Post she felt bad about the situation, Austin told USA Today she didn't accept any apology.

When Ettel began calling the police, Austin said she pulled out her phone to video.

In one television interview, the eight-year-old girl, identified as Jordan, said: "I did not want to see the police, because I was scared".

"And illegally selling water without a permit?" the woman says.

Ettel said she was working with her windows open, and could not work while Austin and Rogers shouted about the water they had on sale.

"Make this bitch go viral like #bbqbecky she's #permitpatty", the mother (@ladyesowavy) wrote in the caption of the video on Instagram. In the video, you can hear Austin say "this woman doesn't want to let a little girl sell some water". She got into an argument with Austin, and the final moments of that squabble have now reverberated around the world.

The woman who filmed the incident stated on Instagram that police never arrived. Ettel has also been dubbed on social media as "Permit Patty".

She says she has even received death threats.

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"We've been out before with my nieces who are full white and she didn't come out here and they were being way louder than Jordan was by herself", Austin said.

In the viral video, the girl's older cousin can be seen following Ettel, who was walking away while talking on the phone. "After seeing this video of their CEO, calling the police on an 8 year old entrepreneur selling water on a hot day, we decided without hesitation that we could no longer patronize her company".

As of Sunday morning, the video had more than 864,000 views and #PermitPatty trended on Twitter.

Alison Ettel, 44, rang 911 on Friday after noticing her neighbour Jordan Rodgers selling bottled water to people on the sidewalk outside their San Francisco apartment block.

It's something she says she now deeply regrets. That was it. It was nothing about selling the water.

As for Rodgers, her cousin Lee has since showed on social media that she's still out selling water.

Austin believed Ettel intentions were racially motivated and said she has non-white family members who have done the same thing without incident.

Not only did she face major backlash online, Ettel has since lost business with at least one dispensary that sold products from her company TreatWell Health-an edibles manufacturer that specializes in cannabis options for pets. "It was this completely repetitive, every second", she said.