With only six months to go before the EMV chip-card liability shift takes effect, many U.S. merchants are not yet aware of the EMV migration.
When the Oct. 1 liability shift takes hold, merchants not accepting the new chip-card technology will become liable for any losses resulting from payment card fraud at the point of sale. Some merchants have stated that they would rather trust their existing security measures than pay for the upgrade to EMV, but others still need to educate themselves on the benefits and drawbacks of EMV – and it’s not even clear how many are out of the loop.
The challenge is that no one really knows about the level of EMV readiness because there is no single, common way to reach all of the merchants of all different levels and sizes at the same time.
Instead, various organizations are picking bits and pieces of the market they can reach and do everything they can to inform and help merchants to determine if they are moving toward chip-based technology or not.
EMV cards improve security at the point of sale by including technology that makes them resistant to counterfeiting. They can also be used with a PIN to address stolen card fraud. Though the card networks set an October deadline for conversion to EMV technology, it is not a mandate; companies will still be able to handle credit card transactions even if they do not have EMV technology in place.
And even the merchants that have the right technology installed may not be using it properly. During the EMV preparedness process, it has become apparent that installed EMV terminals had not been turned on or otherwise were not fully capable of accepting EMV transactions.
The confusion extends to the banks as well. Not all issuers will be ready for EMV, and some have outright stated that they do not think it will be possible to meet this year’s deadline.
In a move designed to get more small-business merchants on board with EMV, Visa Inc. introduced a 20-city small business chip education tour last month.
The real measurement of the implementation will be in transaction volumes, or actual chip-on-chip transactions.
Even though the liability shift is just six months away, still really early to make a determination on all of this.
