--- title: "Bankers, Retailers Disagree on EMV Card Details" id: "30287" type: "post" slug: "bankers-retailers-disagree-on-emv-card-details" published_at: "2015-09-25T22:54:37+00:00" modified_at: "2026-03-16T14:42:59+00:00" url: "https://associationsnow.com/2015/09/25/bankers-retailers-disagree-on-emv-card-details/" markdown_url: "https://associationsnow.com/2015/09/25/bankers-retailers-disagree-on-emv-card-details.md" excerpt: "An important deadline for an updated card format, coming up next week, is putting pressure on retailers and banks alike. The main sticking point around chip cards is the decision by the banking industry not to require the use of..." taxonomy_category: - "Advocacy" taxonomy_post_tag: - "AI" - "AssociationsNow" - "Business" - "EMV cards" - "payment security" taxonomy_content_format: - "Article" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Bankers, Retailers Disagree on EMV Card Details Starting October 1, retailers that have not upgraded to new payment technology will face increased exposure to fraud charges. Most have made the upgrade. But retailers say the move toward chip cards (also referred to as EMV-compliant cards) isn’t going far enough, and they fault the banking industry for failing to embrace the use of PIN codes with the new cards. So-called chip-and-PIN cards are widely used in Europe. “The chip cards are a step forward, but shoppers are concerned that they don’t go nearly far enough,” Mallory Duncan, senior vice president of government relations for the National Retail Federation, [said in a recent news release (opens in a new tab)](https://nrf.com/media/press-releases/consumers-say-new-credit-cards-not-safe-enough) . “Unless the new cards require the use of a PIN, they will only provide half the safeguards needed to stop increasingly sophisticated criminals. The card industry’s refusal to give consumers the full protection they want continues to be a huge disappointment.” The Retail Industry Leaders Association echoed that complaint, [arguing that while the retail industry is spending billions on card security (opens in a new tab)](http://www.chainstoreage.com/article/rila-urges-chip-and-pin) , “banks and credit unions are not meeting the retail investment with the same commitment to consumer protection.” But banking industry officials, including American Bankers Association Senior Vice President and Senior Adviser for Risk Management Policy Doug Johnson, say PIN codes are unnecessary with EMV technology. “The EMV chip, not the PIN, is the key to keeping sensitive information safe by making the financial data nearly impossible for criminals to create, sell, and use for counterfeit cards,” [Johnson wrote in a recent op-ed for The Hill (opens in a new tab)](http://thehill.com/blogs/congress-blog/technology/254236-emv-not-pin-is-key-to-tighter-security) . “In fact, nearly all of today’s fraud comes from counterfeit cards made with stolen personal and financial data or online theft. PINs only protect against lost and stolen cards, a small and rapidly diminishing portion of fraud, not counterfeiting or card-not-present transactions.” ### Preparing for the Big Move Whatever an organization’s stance on the chip-and-PIN issue, one thing is clear: It’s important to ensure members and others are ready for the change. Among the steps industry groups are taking: **The Electronic Transactions Association,** which [supports “flexibility” (opens in a new tab)](http://www.electran.org/house-financial-services-testimony-may14-2015/) over a strict usage of chip-and-PIN, [is holding a “Chip Card 101” event on October 1 (opens in a new tab)](http://www.electran.org/eta-to-host-chip-card-101-day-on-october-1/) in Washington, DC, for industry stakeholders, the media, and retailers. **The National Retail Federation**[recently co-hosted a webinar with the EMV Migration Forum (opens in a new tab)](http://www.emv-connection.com/merchant-considerations-for-u-s-chip-migration/) designed to ensure that retailers are considering all the variables required for the move. **The American Bankers Association** has largely been focusing its recent education efforts on consumers, [creating an infographic (opens in a new tab)](http://www.aba.com/Press/Pages/ChipCardsExplained091415.aspx) that explains how the new chips work. “This chip technology is another layer of security for the millions of in-person transactions made every day,” ABA President and CEO Frank Keating said in a news release. (iStock/Thinkstock) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#AI](https://associationsnow.com/tag/ai/) [#Business](https://associationsnow.com/tag/business/) [#EMV cards](https://associationsnow.com/tag/emv-cards/) [#payment security](https://associationsnow.com/tag/payment-security/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [VideoUrban Land Institute- Project Recovery: Rebuilding Los Angeles After the January 2025 WildfiresSeptember 24, 2026](https://associationsnow.com/2026/09/24/urban-land-institute-project-recovery-rebuilding-los-angeles-after-the-january-2025-wildfires/) - [VideoThe Career Moves Every Association Leader Needs Right NowSeptember 24, 2026](https://associationsnow.com/2026/09/24/the-career-moves-every-association-leader-needs-right-now/) - [VideoNCRA: Safeguarding Cancer Surveillance: An Advocacy Response to FY26 Budget ThreatsSeptember 24, 2026](https://associationsnow.com/2026/09/24/ncra-safeguarding-cancer-surveillance-an-advocacy-response-to-fy26-budget-threats/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2015%2F09%2F25%2Fbankers-retailers-disagree-on-emv-card-details%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !