EMV Cards with Rerun
EMV (Europay, Mastercard, and Visa)
Beginning in October 2015, US banks will transfer the liability for fraudulent credit card activity to the merchant, in the event the merchant is not using an EMV card reader. The deadline was imposed by Visa, MasterCard and American Express.
What is EMV?
EMV stands for Europay, MasterCard and Visa and is a standard for credit card acceptance that equips cards with a small computer chip, which adds an extra layer of security for transactions. Most of the world, especially Europe, has been utilizing chip technology for years.
What does that mean for me?
In short, probably not much. EMV changes apply to swiped credit card transactions. Since Rerun transactions are all known as "card not present" transactions, EMV should not apply to you as a Rerun merchant.