ForumAd dollars get resultsI wanted to thank ... The Green Sheet for the superior results that Positive Feedback Software has been benefiting from. [Our ad in] the magazine has generated over 50 inquiries that have resulted in or will result in sales. The Green Sheet was the best advertising money we've ever spent! Todd Norvell Should merchants break the rules?In the article "Fraud matters to ISOs and MLSs" by Peter Kulik (The Green Sheet, Sept. 11, 2006, issue 06:09:01), one of the points ... is actually a violation of Visa/MasterCard regulations. When talking about training employees to verify customer identity, the author mentions that checking a second form of ID is becoming more common. While this may be true, it is only allowed by the card Associations when there is a suspicion of fraud. It's not allowed as a general policy unless ID is required for other non-credit-card payment options. Some states also regulate whether this is allowed and if the merchant is allowed to record the ID or not. It's tough, because from a possible fraud perspective, it's not a bad idea, but it does encourage merchants to violate card Association regulations. It is one of those cases in which the card Associations need to change their regulations to keep in step with society. But until they are changed, we are obligated to [uphold] the regulations of our industry. Frank Haskett Editor's note: We asked Peter Kulik to respond to this letter, and he did so with the following: "Mr. Haskett is absolutely correct. Merchants should always comply with card Association rules. This includes consistent and reinforced training of employees on the situations in which it is appropriate to check a second ID. Such training is becoming more consistent across the industry, leading to more ID checks - a positive trend to make fraudulent cards more difficult to use and thereby helping to prevent fraud." We thank both gentlemen for this dialog. Support for Haskett's claim is in "Rules for Visa Merchants: Card Acceptance and Chargeback Management Guidelines" on page 34 of the following PDF: usa.visa.com/download/business/accepting_visa/ops_risk_management/rules_for_visa_merchants.pdf Support is also in "MasterCard Merchant Rules" on page 48 of the following PDF: www.mastercard.com/us/wce/PDF/12999_MERC-Entire_Manual.pdf EditorTalk to us! We want to hear from you. Did you like (or even dislike) a recent article or issue of The Green Sheet or GSQ? Do you have an idea for a story? Send your questions, comments and feedback to greensheet@greensheet.com Corrections
The article "Branding matters" (The Green Sheet, Oct. 9, 2006, issue 06:10:01) was co-authored by Marcelo Paladini of Cynergy Data and Steven L. Savino of Savino Global Group LLC. In our printed publication we cited only one author. We regret the error.
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