s a merchant level salesperson, you know to advise merchants on how to prevent fraud, but how much do you know about protecting your own business and personal information?

Identity theft is quickly becoming one of the most organized and costly crimes of our time. Unfortunately, because of advancements in technology, sensitive personal and financial data can easily land in the hands of offenders while you're shopping at a store, surfing the Internet or even visiting the doctor.

Recent industry and government studies indicate that identity theft already affects nearly 10 million Americans and costs more than $55 billion annually.

The Federal Trade Commission advises, "While you probably can't prevent identity theft entirely, you can minimize your risk. By managing your personal information wisely, cautiously and with an awareness of the issue, you can help guard against identity theft."

According to the Identity Theft Resource Center (ITRC), a national nonprofit organization founded in 1999, there are four main types of identity theft crime:

Financial Identity Theft

When thieves steal data such as someone's name and Social Security number, they might apply for telephone service, credit cards or loans; or they might buy merchandise, or lease cars or apartments.

Criminal Identity Theft

When stopped by law enforcement, criminals provide someone else's information instead of their own. When police eventually issue a warrant for their arrest, the warrant is in the name of the person whose identity was stolen.

Identity Cloning

In this type of crime, imposters use stolen personal data to establish a new life. They work and live using the victim's identity. Examples include illegal aliens, criminals avoiding warrants, people hiding from abusive situations or becoming a "new person" to leave behind a poor work and financial history.

Business or Commercial Identity Theft

Businesses can also be victims of identity theft. In these situations, perpetrators open credit card or checking accounts under the business's name. The business eventually finds out when unhappy suppliers send collection notices or their business rating score is affected.

Regardless of the type of identity theft, victims often face an extensive and difficult road to recovery, according to the ITRC. As with all crimes, preventing the offense in the first place is fundamental.

Following are a number of the latest high-tech forms of identity theft, along with ways to protect yourself:

Phishing and Pharming

"Phishing" is one of the most common and recognizable forms of identity theft. Fraudsters send out a fake e-mail designed to look as though it is from a legitimate source. The e-mail asks that the receiver immediately update his or her bank account or credit card information, which identity thieves then steal.

Phishing has recently evolved into "pharming." In cases of pharming, thieves create a bogus Web site that looks similar to a bank's or credit card company's Web site. When consumers who don't recognize the difference try to log in to their accounts, the thieves steal their account data.

These phony Web sites get traffic by phishing or through the aid of computer viruses, bots or spyware programs. The malicious programs automatically redirect traffic from legitimate Web sites, such as those of banks, credit card companies or online retailers, to the phony sites.

To avoid pharming schemes, look for anything out of the ordinary in a Web site's URL. Also, thoroughly review the Web site. The offenders likely have not re-created all the site's content and links.

ATM Fraud

ATMs are rapidly becoming a popular target for identity theft. A typical scenario is when criminals place a second card reader over the original reader to capture mag-stripe data. They also rig a tiny camera to record a cardholder's PIN when entered.

Some clever thieves have even engineered a fake PIN pad to record PINs. Once they have the card data and PIN, they create counterfeit cards and withdraw cash directly from the cardholder's bank account.

Examine all ATMs thoroughly before using them. If anything appears suspicious or tampered with, use another ATM. Also, report your findings to the bank or merchant. You might actually help prevent a future case of identity theft.

Computer Keystroke Catchers

Computer keystroke catchers are miniature devices that attach to the cable that connects a keyboard to the computer. These are sold online for as little as $100. The catchers resemble standard connectors, but they contain a memory chip that records everything typed.

Fraudsters often attach catchers to computers in public places, such as libraries, Internet caf€s and school computer labs.

When using a public computer, never shop online, check your bank account, pay bills or enter credit card information. For further protection, clear the computer's Internet history and delete all temporary Internet files before leaving.

Database Theft

It's likely that your personal information is stored in many proprietary databases, including those at your dentist's and doctor's offices, college admissions office, insurance company, or even the local video rental store.

While you can control little about how these businesses safeguard your information, try limiting their access to your Social Security number.

According to Frank W. Abagnale, the subject of Steven Spielberg's film "Catch Me if You Can," and now a respected authority on identity theft and other forms of fraud, guarding your Social Security number is more important than ever.

Because this number serves as a key to your credit report and banking accounts, it is a primary target of identity theft criminals. The cable company and video rental store, for example, certainly do not need this number; these businesses should agree to use an alternative.

Pay-at-the-Pump Fraud

Swiping your credit or debit card at the gas pump sends data via satellite to your bank for verification.

According to a report from credit reporting bureau TransUnion LLC, identity thieves have now devised a way to capture data by modifying the program that carries out the data transfer. The result: When the program sends your card account number to the bank, fraudsters will also receive it.

As an added precaution, only use a credit card at the pump. With debit or check cards, it takes banks a little longer to credit stolen funds back to your checking account. Most credit card companies will remove any disputed charges to your account immediately.

Credit Card Skimming

Credit card skimming occurs when someone runs a credit card through a small card reader to capture and steal card information for future use by identity thieves. This form of fraud is common in the restaurant and service industries both in the United States and overseas.

For more information on identity theft, visit the following Web sites:

• Federal Trade Commission: www.ftc.gov/bcp/conline/pubs/credit/idtheft.htm
• Department of Justice: www.usdoj.gov/criminal/fraud/idtheft.html
• Social Security Administration: www.ssa.gov/pubs/idtheft.htm
• Identity Theft Resource Center: www.idtheftcenter.org

Peter Scharnell is Vice President of Marketing for Electronic Exchange Systems (EXS), a national provider of merchant processing solutions. Founded in 1991, EXS offers ISO partner programs, innovative pricing, a complete product line, monthly phone/Web training, quarterly seminars and, most of all, credibility. For more information, please visit www.exsprocessing.com, or e-mail Peter at peter.scharnell@exsprocessing.com . Electronic Exchange Systems is a registered ISO/MSP for HSBC Bank USA, National Association.