WHAT ARE EMV CREDIT CARDS AND WHAT IS THE IMPORTANCE OF EMV CREDIT CARD PROCESSING?

The days of swipe-and-sign credit card processing are numbered. In the wake of large-scale data breaches and identity theft, both retailers and shoppers worldwide have begun demanding greater security.

Chip-enabled payment technologies developed by Europay, MasterCard and Visa (EMV), are replacing traditional credit cards.

At first glance, EMV credit card processing looks surprisingly similar to magstripe processing — but with one tiny difference. Cards now come equipped with a security chip, or smart chip, that must be scanned and authorized with each transaction. The chip interacts with the merchant’s point-of-sale device to make sure the payment card, combined with a PIN number or signature, is valid and belongs to the person using the card. This kind of chip technology adds layers of security against fraud and is virtually impossible to duplicate.

The end result is safer retail shopping (and far less credit card fraud).

WHAT IS THE OCTOBER 1ST, 2015 EMV LIABILITY SHIFT?

The shift determines which party – either the merchant or the card issuer – will be responsible for the financial liability resulting from fraudulent counterfeit, lost, or stolen card-present transactions.

WHEN IS THE MERCHANT RESPONSIBLE?

If a consumer presents a chip card at a merchant that does not have EMV-enabled equipment, the liability for credit card fraud will shift to the merchant.

WHEN IS THE CARD ISSUER RESPONSIBLE?

If a traditional magstripe card is presented at an EMV-enabled terminal, the card issuer will be responsible for any financial liability resulting from fraudulent transactions.

Chip Capability: Card Chip Capability: POS Counterfeit Liability after October 2015 Lies with:
Magnetic stripe only card Terminal not enabled for chip Issuer
Magnetic stripe only card Chip-enabled Issuer
Chip card Chip-enabled Issuer
Counterfeit magnetic stripe card with track data copied from a chip card Terminal not enabled for chip Acquirer/Merchant
Counterfeit magnetic stripe card with track data copied from a chip card Chip-enabled Issuer

HOW DOES IT AFFECT MY BUSINESS?

Although there is no government entity or authority mandating you to conform to the EMV requirements, it is important to realize the impact of this liability shift on your merchant account since the October, 2015 liability shift. By accepting EMV transactions, you benefit from an increase in security and fraud protection, while reducing your risk of losing, what could possibly be, an excessive amount of money if you include all of the chargeback and legal fees that may arise.

RETAIL CARD PRESENT (CP) MERCHANTS

As a result of the October, 2015 liability shift, merchants that do not use EMV-enabled POS equipment are now liable for card-present fraudulent transactions. We recommend that merchants upgrade their POS equipment to accept EMV transactions.

CARD-NOT-PRESENT (CNP) MERCHANTS

If you think that EMV has nothing to do with you, think again. Card-not-present (CNP) merchants will see a rise in fraudulent transactions as thieves migrate towards least secure channels.

So how can you protect your customers and your business? Using AVS (Address Verification) and CVV (Card Validation Values or security code) are definitely steps in the right direction, but we highly recommend strengthening your protection with additional CNP tools available in Maverick full suite of robust fraud management tools. Set up your parameters in the Maverick Gateway and begin taking advantage of the benefits of having that extra protection on your merchant account.