Looks like you can no longer ask for ZIP codes from surfers when they signup on the join form, at least in California:
http://news.yahoo.com/s/ap/20110211/...ards_zip_codes
Quote:
SAN FRANCISCO – The California Supreme Court ruled Thursday that merchants can no longer ask for the ZIP codes of customers who make purchases with credit cards because such requests violate a state consumer-protection law.
He said gas stations that require ZIP codes be entered at the pump are exempt because the gas station "doesn't record the transaction." Stonebarger said that information is sent directly to the banks and credit card companies as a security measure and those transactions won't be affected.
The Supreme Court returned the case to the appeals court for further action, which could include assessing damages. Merchants can be fined up to $250 for a first time infraction and as much as $1,000 for additional violations.
Mike Burns, who represents the retailer Michaels Stores in a similar lawsuit said that several class action lawsuits on the ZIP code issue are pending throughout the state. He predicted more will be filed because of the ruling.
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