Visa and MasterCard Delay EMV Liability: A Win for Retail Dec 06, 2016 By: Hannah Walker, Senior Director, Technology and Nutrition Policy, Food Marketing Institute No matter how big or small, when merchants get a victory, we run with it. That is what last week’s announcement from Visa and MasterCard is—a win for retail. The two biggest card brands announced they are delaying EMV implementation from the original announced date of 2017 until 2020, largely due to migration challenges and lack of availability of equipment. The three-year delay is a relief for stores who are already working with and toward complete EMV implementation. While we understand that the liability shift for fuel dispensers would not affect all FMI members, it does apply to many. As previously reported, in a September 2016 report, Digital Transactions stated that the EMV liability shift from October 2015-2016 cost retailers $5.8 billion in chargebacks as a result of the card brands’ liability shift. Retailers appreciate Visa and MasterCard recognizing the huge challenges they and their customers have experienced over the last year, and are thankful for the extra time allotted for continuing the migration process for fuel pumps to better serve their customers. Both companies have stated they would monitor for card fraud trends for transactions at fuel pumps during the extended implementation period. FMI will continue to work to help members have the most safe and efficient technology at their stores. For more information regarding EMV migration, visit our payments page. Join us in March, 2017 to discuss EMV and many other issues at FMI’s upcoming ASAP Conference in Orlando, FL.