Misconception: EMV Doesn’t Protect Customers

Misconception: EMV Doesn’t Protect Customers

Customers around the nation are frustrated. If EMV chip cards are supposed to prevent fraud, why did card-related fraud increase 16% in 2016? There are several reasons … and contrary to urban lore, faulty equipment is not the main culprit. One reason card fraud continues is because not all (only 40 percent) merchants are equipped with EMV-based technology (chip-enabled card readers and software) in the store or on the forecourt. Even if they do have EMV™ hardware, they may not have the necessary software activated yet. The danger to businesses not taking steps to deploy EMV technology is lost business. Incidences of site-specific fraud can quickly become part of the mainstream news. Accordingly, many consumers will likely shift their business to businesses that offer EMV/chip card acceptance, which they now associate with enhanced security.

Supporting the efficacy of EMV technology is a significant reduction in fraud (52 percent) at stores that have turned on EMV. Moreover, should card-related fraud take place in stores using EMV technology, they are still protected against liability shifts by the big credit card institutions (Europay, Mastercard, and Visa).

It is important to note that inexpensive methods of protecting forecourt equipment from fraud are not always effective. For example, some merchants will inspect their pumps to ensure there are no “skimming” devices in the interior of the cabinet. Once they have determined the pump is secure, they place special stickers on the cabinet access door to signify it has been inspected and is secure. However, the ingenuity of thieves, increasingly sophisticated devices, and access to identical stickers makes it possible for thieves continue with their fraud. And while pump-focused security cameras may help deter theft, skimming still remains rampant.

Thus, while cameras and security tape can help prevent fraud, their use is primarily complimentary to the application of EMV technologies in store and on the forecourt.

Consider investing in EMV-compliant equipment today to help prevent your business from suffering from fraud. Gilbarco Veeder-Root has many flexible options to help you migrate to EMV to protect your customers and your brand.