Don't Just Zip Out That ZIP Code
Have you ever been asked for your zip code when making a credit card purchase? A retailer can use the zip code to determine your address and add that information to the company's database. Stores routinely mine customer information as a way to measure buying habits and target promotions. They may also sell the information to other companies. Stores may also be eligible to pay lower processing fees from credit-card networks if they ask customers to provide a zip code.
A recent California Supreme Court ruling has determined that the zip code is part of a consumer's address. Retailers that ask for your zip code when making a credit card purchase are, therefore, in violation of the state's credit-card law. California's 1971 credit- card law prohibits merchants from requesting or requiring a cardholder's "personal identification information" as a condition of accepting the card for payment. Penalties for violations are fines of $250.00 for the first violation and as much as $1,000.00 for each subsequent violation.
Other states that have this kind of protection for consumers include Kansas, Rhode Island and Oregon.
If merchants you shop with are asking for your zip code you may have a claim against them for violations of consumer protection laws. Call the attorneys at Brady & Associates to discuss your rights.
Source:
Ruling on Zip Codes Spawns Suits Against Retailers, The Wall Street Journal, February 22, 2011




