Published On: Wed, Oct 28th, 2015

What’s the Deal with the New EMV Cards?

Whenever I shop in Target I always have a goal to spend less than $100.

I swear, I try to limit my purchases but I always seem to find something that I need!

I think it’s the bull’s-eye that draws me in.

On a recent trip to Target, I was in the self-checkout line and I swiped my credit card. Normally, as soon as I swipe my card, I see the receipt printed a few moments later and I’m on my way; my wallet approximately one hundred dollars lighter. However, this time, the screen prompted me to insert EMV Credit Cardmy card. “What?” I immediately thought. What if the machine eats my card? But I inserted my card and my transaction finalized a few moments later.

You might have had a similar experience in the recent months. On October 1, the U.S. credit card industry completed the formal migration to EMV chip-enabled credit cards. When I swiped my card at Target, I was prompted to insert my card in the terminal so that the chip could generate unique, dynamic data. So what is the deal with these EMV chip cards?

The implementation of enhanced security measures such as chip-enabled cards in the United States was prompted by the new “BuySecure” initiative, put into place by executive order. Identity theft is a serious issue. In 2014, the FTC reported identity theft as the top consumer complaint with a total of $16 billion stolen from 12.7 million fraud victims in 2014. The same 2015 Identity Fraud study found that in 2014 a new identity was stolen every 2 seconds. With such a prominent issue affecting Americans, President Obama signed an executive order to protect consumers from identity theft and a component of that “BuySecure” initiative includes implementation of the new chip technology.

Discover has created an EMV resource center to answer questions that you might have as a consumer. Here are a few questions that I had and answers that I learned from Discover.

How does the security of a chip-enabled card compare to a non-chip card?

  • The new chip cards have an extra layer of protection against fraud at point of sale. If you don’t have a chip card, or the merchant you are shopping at isn’t EMV ready, your magnetic strip card will still work the same way as it always has.

How does the chip-enabled card work?

  • Using a chip card is simple. At chip-enabled terminals, consumers can insert their cards into a terminal and follow the guided instructions on the terminal screen. In the case that a retailer does not have chip-enabled terminal, consumers can use the magnetic stripe on their card as they’ve always done before.

How are EMV cards more secure?

  • The microchip in chip cards generates unique, dynamic data every time a consumer completes a transaction in a store, making it harder for fraudsters to collect their card information. In turn, it is more difficult for hackers to copy and use credit card information.

While it might be an adjustment at first, ultimately, the EMV card technology aims to make each transaction more secure. And even though the technology can’t cure me of my Target shopping addiction, or change how much I spend on each visit, at least I will feel more secure knowing that those purchases are my own.

This post was created as a part of the Discover partnership program.

What’s the Deal with the New EMV Cards? is a post from: Young Finances


Source: Young Finances

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LaTisha Styles

LaTisha Styles is a motivational speaker, millennial money expert, and spokesperson specializing in simple finance for millennials.
LaTisha is the producer and host of Young Finances TV, a weekly series featuring funny, insightful videos on the basics of personal finance. LaTisha has been quoted in Forbes and Mainstreet, featured in The Economist, and mentioned in US News as a top personal finance expert to follow on Twitter.
You can follow LaTisha on Twitter for daily millennial money tips to budget, invest and achieve success!
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About the Author

- LaTisha Styles is a motivational speaker, millennial money expert, and spokesperson specializing in simple finance for millennials. LaTisha is the producer and host of Young Finances TV, a weekly series featuring funny, insightful videos on the basics of personal finance. LaTisha has been quoted in Forbes and Mainstreet, featured in The Economist, and mentioned in US News as a top personal finance expert to follow on Twitter. You can follow LaTisha on Twitter for daily millennial money tips to budget, invest and achieve success!

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Did you know?

African Americans are significantly more likely to have some type of debt (94%) compared with the general population (82%). Credit card debt, student loan debt, and personal loans are all significantly higher in the African American community.

Source: Prudential’s 2013 "African American Financial Experience" study