Some major changes are taking shape this year to help combat the ever rising prevalence of identity theft and credit card fraud. With it comes some confusion for the small business owner. Credit card fraud (duplicated cards, cloned credit cards, data breaches…etc) losses mount in the hundreds of millions of dollars every year. The numbers are doubling every couple of years. Chances are, you’ve been the victim, you’ve known someone who’s been a victim, or someone (or a group of someones) have used fraudulent credit cards in your store before. The new EMV (Europay, MasterCard and Visa) aims to derail these operations by installing a tiny computer chip on your credit card, instead of using a magnetic strip (which can be very easily duplicated). The “deadline” issued by the major credit card companies is October 15, 2015. That doesn’t mean everyone will be onboard though. You can bet that those large retailers will have the new software and POS systems in place, but where does that leave small businesses? What can you expect from this? And the big question is, how much is it going to cost you?
Basically, the United States is behind most other countries in the developed world with regards to credit card security. It’s time for us to play catch-up, but it could lead to some pretty substantive business expenses. Currently, cards issued in the US have a magnetic strip on the back of the card, which is swiped at the point of sale. That magnetic strip contains unchanging data. If a fraudster (think massive data breaches over the last few years), gets the information contained in the strip, credit cards can be duplicated, replicated and counterfeited, and thus the booming fraudulent credit card industry is born. It’s such a problem that law enforcement is overwhelmed. It’s impossible for them to investigate every time a card is used; they simply do not have the resources. Federal agencies focus on the counterfeiters themselves, but more often than not they are made overseas, far out of the reach of US prosecution. Enter EMV.
New cards, which have already begun hitting consumer pockets, will have a tiny computer chip embedded in the card. At first, they will also contain a magnetic strip (a backup until all businesses are 100% compliant). Unlike the strip, the computer chip will be inserted into the businesses POS via a card reader and a unique transaction code generated for each transaction, making cloned or counterfeit cards virtually impossible. It means a more secured card and less risk on the back of the issuer. In addition, the liability of loss will eventually shift from the issuer to the less EMV compliant party (the business). Basically, if a fraudster uses a fraudulent credit card in your store, you very well could be liable for those charges if you don’t have the proper technology installed.
This radical shift has both positive and negative impacts. First of all, it will reduce brick and mortar credit card fraud. On the opposite side, it will more than likely push the fraud to an e-com platform. Europe has seen this happen over the last few years. This will no doubt happen here as well. Criminals will always find a way. Second, small business owners like yourself will have to incur the cost of updating your payment processing systems. In some cases, it may be a few hundred dollars, but the costs can spiral into the thousands depending on your particular business and how your POS is currently set up. While I think this was a great step in the right direction to minimize fraud, I think the small business community will face some initial costs associate with the transition, as well as a tad bit of frustration.
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