If you’ve missed the EMV deadline, there’s still a way to get back on track.

So You Missed the EMV Deadline, What Now?

At long last, the outdoor EMV deadline for the U.S. has passed, but that doesn’t mean the story is over yet.

From now on, chargebacks from fraud that occurs on unprotected forecourts are now the responsibility of the retailer, not the banks.

And despite multiple deadline delays, only half of fuel retailers (48 percent) have met the EMV compliance mandates by the April 17th, according to a new survey.

The right side of the graphic above splits retailers into three categories, but it’s the 25% of retailers who are “unsure” when they’ll complete their EMV upgrades that present the greatest challenges.

With limits on manpower, equipment, and hardware, those who didn’t plan ahead will now have to wait in line.

What Can You Do While You Wait?

Fraud MonitoringFirst, consider measures to limit the damage. Identify and prioritize sites that are in the areas most prone to fraud. Put those sites as close to the front of the line for upgrades as possible.

While not fool-proof, tamper-evident tape can help deter criminals, but experienced fraudsters know how to cover their tracks.

There are also fraud monitoring systems through Visa or other payment processers that send risky transactions inside the store to pay.

The most drastic option you can take is turning off your payment terminals at the fuel dispenser altogether, forcing customers to pay inside on EMV protected PIN pads. The problem here is that the loss in business from inconvenienced customers may cost more than the potential fraud.

Missed EMV Deadline
Read about the potential losses that unprotected businesses should expect with the liability shift here.

The Bottom Line

Fraud liability has shifted, but the plan of action remains the same. If you haven’t started your upgrade process yet, contact us as soon as possible. We have financing options and EMV discounts available.

EMV Behind The Eight BallDoes EMV currently have you behind the eight ball?

We are here to help with equipment and financing options!!

Feel free to call us at 1.800.451.4021 or email us using the link below:

The John W. Kennedy Company appreciates your business and continued support!


Outdoor EMV Liability Shifts to Convenience Store Retailers

Outdoor EMV liability has officially shifted for the convenience store industry.

EMVAs of midnight on April 17th, 2021, convenience store operators are responsible for fraud that happens on their forecourts.

What Does This Mean for Retailers?

Prior to the liability shift, most pay-at-the-pump dispensers used magstripe technology to verify credit card payments. The problem is, data from magstripe cards can be easily stolen and duplicated using devices called “skimmers,” creating an enormous black market for identify theft.

EMV “chip” technology encrypts customers’ financial data, making it much more difficult for criminals to steal credit card information. EMV stands for Europay, Mastercard, and Visa, the founders of the encrypted chip technology.

Until now, those banks have assumed liability for fraud occurring at fuel dispensers.

Now that the liability shift has occurred, the retailers now own the fallout from fraud. In other words, c-store retailers are now on the hook for fees and legal issues related to fraud that occurs at their stores.

On the other hand, retailers with outdoor EMV technology don’t have to worry about liability.

Chip Cards Likely Chipping Away at Fraud in Europe - America is NextEMV regulations have been in place in Canada and much of the world for the last decade with great success. U.S. retailers have been slower to make the move, causing deadline delays. But as we know now, the deadline is sticking and the “chargebacks” are now your problem.

What is a Chargeback?Chargebacks: Skipping on EMV? Don’t Say We Didn’t Warn You…

You can learn all about chargebacks here, but we’ll do the cliff notes now.

There are two types:

Lost and Stolen – Like you might expect, a card can be either lost or stolen. The fraud occurs when it’s used by someone to run up charges before the victim notices.

Counterfeit Fraud – This is where the liability shift is happening between the card networks and retailers. In this scenario, a criminal uses low-cost equipment to create brand new magstripe cards with stolen, but valid data.

The data is typically purchased on the dark web from other criminals who skimmed it from other unprotected gas pumps. In some cases, organized crime syndicates both skim the card data and create the fake (but very usable) cards.

What Now?

Now that fraud liability has shifted, it has created two buckets of convenience stores: EMV have’s and EMV have not’s.

Many retailers have already taken the steps to install EMV on their forecourts well ahead of the deadline.

Maplefields, a c-store retailer in Northern New England, has been 100% EMV compliant since January 2021.

“If you’re not EMV-compliant by the deadline, then it all falls back on you. Breaches, chargebacks, those are 100% yours,” says Maplefields’ IT Director, Skip Potter. “You own those. And I’ll tell you, one breach? That could destroy your company.”

Watch more here:

The rush to install has created a backlog, causing late-to-the-game retailers to wait in line for their upgrade appointment. Then, there are retailers who haven’t made plans to upgrade at all. Most believe they won’t become a victims of fraud, but experts believe differently.

Via Digital Transactions:

Gilbarco EMV-enabled fuel pump dispenserIn an example offered by Mercator, an operator with 12 locations spread evenly among areas deemed be low-, medium-, and high-risk, would face fraud liability totaling $17,315 per store over 12 months, or $207,783 overall. “This could change dramatically depending on the risk position of each station, and it should be noted that Mercator’s calculation takes a decidedly conservative approach,” said Tim Sloane, vice president of payments innovation at Marlborough, Mass.-based Mercator, in a statement.
Bottom Line

Despite the delays and COVID-19, one fact remains: the demand for payment technology is ever-increasing and ever-changing.

No one wants to shop on a website that is vulnerable to hacking, so why expect your fuel customers to shop at a vulnerable dispenser?

If you are a retailer who hasn’t started your EMV plans, you need to begin as soon as possible.

Contact our expert payment team today to begin the outdoor EMV process.

Feel free to call us at 1.800.451.4021 or email us using the link below to

The John W. Kennedy Company appreciates your business and continued support!