{"id":5850,"date":"2015-10-01T15:10:01","date_gmt":"2015-10-01T22:10:01","guid":{"rendered":"https:\/\/propelbusinessworks.com\/?p=5850"},"modified":"2018-10-13T09:27:32","modified_gmt":"2018-10-13T16:27:32","slug":"what-your-small-business-needs-to-know-about-the-emv-liability-shift","status":"publish","type":"post","link":"https:\/\/propelbusinessworks.com\/propel-pro-network\/what-your-small-business-needs-to-know-about-the-emv-liability-shift\/","title":{"rendered":"What Your Small Business Needs to Know About the EMV Liability Shift"},"content":{"rendered":"<p>With all the rumors, confusion, and hype about the credit card fraud liability shift that happened on October 1<sup>st<\/sup>, we wanted to get to the bottom of it and understand the facts. Our friend Tanya Williamson at Gravity Payments took time to answer a few questions for us, and helped us better understand what\u2019s changing and how small businesses should respond:<\/p>\n<p>&nbsp;<\/p>\n<p><strong>1) What is EMV?<\/strong><\/p>\n<p><em>EMV stands for Europay, MasterCard, Visa, who set card payment standards. An EMV card has a smart card or computer chip \u00a0embedded on the front of the card. These cards are already in use in more than 130 countries around the world.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>2) What will the chip do?<\/strong><\/p>\n<p><em>Ultimately, these cards will lower the risk of fraud and the production of counterfeit cards. Traditional, magnetic strips are easy to reproduce. The chips, on the other hand, create a unique code for each use, making it nearly impossible to counterfeit.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>3) How will the chip effect businesses?<\/strong><\/p>\n<p class=\"p1\"><i>If businesses decide not to become compliant with the new technology than they run the risk of becoming liable for the losses associated with a fraudulent transaction. It is important to note, however, that\u00a0<\/i><b><i>it is not a legal issue whether you can take EMV cards<\/i><\/b><i>. You will not get fined, suspended, penalized, or otherwise punished for not upgrading. You are, however, taking on more liability\u2026\u00a0 For EMV compliant merchants, both they and their customers can have more peace of mind knowing the risk of fraud happening are much lower than they were with the old swiping system.<\/i><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_5851\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5851\" class=\"size-medium wp-image-5851 lazyload\" data-src=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-300x200.jpg\" alt=\"emv chip card technology\" width=\"300\" height=\"200\" data-srcset=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-300x200.jpg 300w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-510x339.jpg 510w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640.jpg 640w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/200;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5851\" class=\"size-medium wp-image-5851\" src=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-300x200.jpg\" alt=\"emv chip card technology\" width=\"300\" height=\"200\" srcset=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-300x200.jpg 300w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640-510x339.jpg 510w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/account-1778_640.jpg 640w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><\/a><p id=\"caption-attachment-5851\" class=\"wp-caption-text\">Image courtesy of <a href=\"http:\/\/pixabay.com\/\" target=\"_blank\" rel=\"noopener\">Pixabay<\/a> and <a href=\"https:\/\/pixabay.com\/en\/users\/PublicDomainPictures-14\/\" target=\"_blank\" rel=\"noopener\">PublicDomainPictures<\/a><\/p><\/div>\n<p><strong>4) Is it true that liability for fraud and theft is now shifting to the business\/merchant?<\/strong><\/p>\n<p class=\"p1\"><i>Not exactly. What\u2019s changing is the criteria used to determine who\u2019s liable. As of October 1<\/i><span class=\"s1\"><i><sup>st<\/sup><\/i><\/span><i>, the liability for a fraudulent transaction will fall on whichever party \u2013 the merchant or the card-issuing bank \u2013 is least EMV-equipped. Here are a few examples to explain this better:<\/i><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><b><i>Example 1:<\/i><\/b><i>\u00a0Suzy got sent a new chip card from her bank and walks into a store to use it, but they hadn\u2019t upgraded their equipment yet. A fraudulent transaction happens, and because the store had not upgraded their equipment, they become responsible for Suzy\u2019s losses.<\/i><\/li>\n<li class=\"li2\"><b><i>Example 2:<\/i><\/b><i>\u00a0Joe\u2019s bank hasn\u2019t upgraded to the new cards yet, and he walks into a store to make a purchase on EMV-capable technology. A fraudulent transaction happens, and because the store had upgraded machines but the bank had not yet sent Joe a new chip card, the issuing financial institution is responsible for Joe\u2019s losses.<\/i><\/li>\n<li class=\"li2\"><b><i>Example 3:<\/i><\/b><i>\u00a0In the event neither customer or merchant have chip-capable equipment or if both have chip-capable equipment, the card-issuing financial institution is responsible for losses, just like they have been.<\/i><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>5) What are the pertinent facts businesses should know?<\/strong><\/p>\n<p class=\"p1\"><i>First of all, it bears repeating that you will not be punished simply for not upgrading your payment technology. However, choosing to not upgrade your payment options\u00a0<\/i>does<i>\u00a0put you at risk to have to <\/i><span class=\"s1\"><i>cover the<\/i><\/span><i> <\/i><span class=\"s1\"><i>losses<\/i><\/span><i> of fraud.<\/i><\/p>\n<p>&nbsp;<\/p>\n<p><strong>6) What expenses will businesses pay for upgrading their terminals?<\/strong><\/p>\n<p class=\"p1\"><i>The costs of new terminals vary, but the business will be responsible. With that said, a basic EMV capable terminal is going to cost around $300.\u00a0 You can always get in touch with us for information and pricing specific to your terminal.\u00a0<\/i><\/p>\n<p>&nbsp;<\/p>\n<p><strong>7) How Gravity Payments is helping:<\/strong><\/p>\n<p class=\"p1\"><i>For small businesses, we can help you determine which upgrade option is best for your business!\u00a0 Give me a call at 503-705-0785 and I\u2019d love to help!<\/i><\/p>\n<p class=\"p3\">Get in touch with Tanya:<a href=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6253 size-thumbnail lazyload\" data-src=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-150x150.jpg\" alt=\"Tanya Williamson\" width=\"150\" height=\"150\" data-srcset=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-150x150.jpg 150w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-157x157.jpg 157w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson.jpg 300w\" data-sizes=\"(max-width: 150px) 100vw, 150px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6253 size-thumbnail\" src=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-150x150.jpg\" alt=\"Tanya Williamson\" width=\"150\" height=\"150\" srcset=\"https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-150x150.jpg 150w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson-157x157.jpg 157w, https:\/\/propelbusinessworks.com\/wp-content\/uploads\/Tanya-Williamson.jpg 300w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/noscript><\/a><\/p>\n<p class=\"p3\"><a href=\"https:\/\/www.linkedin.com\/pub\/tanya-williamson\/7\/545\/2a0\" target=\"_blank\" rel=\"noopener\">Contact her on LinkedIn<\/a><\/p>\n<p class=\"p3\"><a href=\"https:\/\/gravitypayments.com\/team\/tanya-williamson\/\" target=\"_blank\" rel=\"noopener\">Visit Gravity Payments Online<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With all the rumors, confusion, and hype about the credit card fraud liability shift that happened on October 1st, we wanted to get to the bottom of it and understand the facts. Our friend Tanya Williamson at Gravity Payments took time to answer a few questions for us, and helped us better understand what\u2019s changing&hellip;<\/p>\n","protected":false},"author":4,"featured_media":5851,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[697],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>EMV Liability Shift | What Your Small Business Needs to Know<\/title>\n<meta name=\"description\" content=\"With all the rumors, confusion, and hype about the EMV liability shift that happened October 1st, we wanted to understand the facts for small businesses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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