PRINCETON JUNCTION, N.J.—With educating consumers about chip cards recognized as a big hurdle to widespread EMV adoption in the U.S., the Payments Security Task Force and the EMV Migration Forum have introduced a new consumer education program.
The CHIP IN Education Initiative provides issuers, merchants, acquirers, networks and others with common educational messages and materials that can be shared through social media and other channels.
Those who sign up for the program receive a weekly e-mail, including:
- Pre-drafted social media posts and hashtags
- Free educational downloads including useful visual aids, training guides, FAQs, infographics and more
- Ways to use resources to maximize educational value
- Media interview tips
- Methods to encourage visits to GoChipCard.com (an EMV educational website)
"After only one successful transaction, consumers understand how to use their new chip cards. We want to make their first impression with chip technology a positive one, and make paying with chip the 'new normal' this year," said Randy Vanderhoof, director of the EMV Migration Forum in a release. "To meet this goal, the EMV Migration Forum and the Payments Security Task Force are asking the industry to expand education efforts by participating in the new CHIP IN Education Initiative."
Carolyn Balfany, senior vice president at MasterCard, said CHIP IN is the latest in a “series of steps that we're taking to help all U.S. customers and cardholders to understand the many benefits of the upgrade to chip."
The Task Force stated that first weekly e-mail will be sent during the week of Aug. 24 and is encouraging participants to join before then.